Hasta La Creative!

Lines of eager teens and kids as young as eight stretched around the block of a Chelsea boutique last month, waiting to meet their favorite YouTube stars as part of a collaboration between the store, called Story, and DreamWorks Animation’s AwesomenessTV.

But for marketers, the real star inside was founder Rachel Shechtman. The 37-year-old consultant has more than 12 years of experience working with brands like Toms and Gilt Groupe and has turned those insights into a concept shop that blurs the lines between retail and media.

Story is a retailer that’s curated like a magazine, reinventing itself with new merchandise and a fresh store design every four to eight weeks.

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