WWD.com/fashion-news/fashion-scoops/chelsea-boutique-story-teams-with-quirky-and-ge-7734450
fashion-scoops
fashion-scoops

Chelsea Boutique Story Teams With Quirky and GE

The boutique's latest theme is Cool Story.

fashion-scoops/news

CHILLED OUT: Story, the Chelsea boutique that focuses on a different theme every two months or so, has teamed up with Quirky and GE for its latest — Cool Story. Up through August 17, the store’s merchandising highlights beat-the-heat products like Quirky’s new “smart” air conditioner, Aros, as well as what the store deems cool design and only-in-New-York experiences.

Ben Kaufman, founder of Quirky, will join Story’s Rachel Shechtman and GE’s Beth Comstock in the 2,000 square-foot-store Tuesday for a night of storytelling. (Kaufman is more recognizable for the Partners & Spade ads that depict him as “The World’s Least Important CEO.”) On select Saturdays Quirky will have an invention station in the store where aspiring inventors can have their ideas sketched by an artist to be submitted for review by the company.

Cool Hunting’s Josh Rubin is on the store’s roster to speak at Story about the ever-elusive cool factor plays out in the cultural landscape. And “Do Cool Sh*t” author Miki Agrawl will also drop by store one nigh to discuss how to blaze your own path to entrepreneurship.

Story shoppers looking purely for summer essentials will find Norma KamaliKulture jersey separates, Mack Weldon’s men’s wear, Shake Tote’s mesh-botton beach bag and Stance Socks.

This summer Story shoppers will find an installation by 2014 NYC Design Award winner Patrick Martinez, the creator of Jix, a modular connector that turns conventional drinking straws into coolly conceptual works of art. They can take that in sipping Grady’s Cold Brew at an in-store cold brew bar. Stef Ferrari, a certified Cicerone turned founder of craft ice cream company Hay Rosie will help host a few ice cream socials including one that pairs her unexpected flavors with craft beer.