The first thing you notice when you walk into STORY’s new concept store in Chelsea, called Fresh, are the colors. The floor is carpeted with green faux-grass. A neon yellow sign announcing the new theme, hangs on the wall. There’s a table piled with ripe red tomatoes to one side, and another lined with shiny green apples in front of you. Claudia Pearson, who illustrated the new book Drawing Food, created a mural featuring recipes from Mario Batali and Jack’s Wife Freda, on the far right wall. A pencil case in the shape of smiling watermelon greets you on a smaller table. Cucumber-scented Jonathan Adler candles are stacked on a shelf. The store is a visual feast, but it's focused on food-related products. There isn't too much for sale at Fresh that's actually edible.
Inspired by the grocery offerings on Jet.com – an online service that delivers everything from food, medicine, and pet supplies – STORY partnered with the company to create the Fresh store. This is STORY’s first concept store – or “living magazine,” as STORY’s president Rachel Shechtman calls her creation – that deals with food (though this is their 34th installation at their Chelsea location; other themes have included well-being and tech), and Jet.com’s first offline enterprise of any kind.
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What food is available at the store (some jars of pickles and nuts, for instance) is sourced directly from Jet, which boasts “unattended” delivery, meaning no one needs to be home to receive the food.