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Published: 4 Jul 2016

Story Channels ‘Disruptive’ Retail

Disrupt Story

Channelling the buzz surrounding ‘disruptive’ business practices like Uber and Airbnb, ever-changing New York retail venue Story has unveiled a new campaign titled Disrupt Story. The 2,000 sq ft space, which changes its thematic content every month, has launched its latest concept in partnership with hacker-centric US TV series Mr. Robot.

Until July 24 2016, the gallery-esque shop will house products and initiatives centring on dissent or ‘alternative’ culture amid a dark, dystopia-referencing interior divided into four sections: Founders, Innovators, Expressionists and Union 1.

Founders focuses on new businesses and hosts ‘alternative’ beauty brands including NY-based unisex skincare line Context Skin and Milk Makeup’s spray-on nail polishes. Expressionists is oriented around aesthetic innovations, including limited-edition jackets from NY printing studio Print All Over Me, while the Innovators area showcases new tech such as US musician Will.i.Am’s Bluetooth-enabled headphones. Meanwhile, Union 1 ensures the connection to its sponsor TV show doesn’t go unnoticed – by stocking exclusive Mr. Robot merchandise.

Courting gamification, visitors can hunt for clues hidden throughout the store to reveal a four-digit pin, which unlocks cash prizes dispensed from an ‘Evil Corp’ fake ATM machine by US technology firm iStrategyLabs. There’s also a Twitter-activated vending machine, retro video games and an interactive desk by US technologists Perch (see also Subtle In-Store Tech) streaming clips from the TV show. 

See also Tactics for Retailing Tech, Contextual Commerce, Disrupting Retail: Wired Retail 15 and Keep It Real: Community & Branded Dissent in Retail Design Expo 2016. For more on Story, see Female-Focused Retail Stories NY.

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