Is it a store, an agency, or a community center? According to founder Rachel Schechtman, Story is a little bit of all three. Based in the Chelsea neighborhood of Manhattan, Story is an unconventional boutique that reinvents itself every few weeks around a new theme, complete with new merchandise, brand partners, and in-store experiences. And while doing so, it’s reinventing the perceptions of what a brick-and-mortar shopping experience can be.

In this episode, host Mike O’Toole visits Story to chat with Rachel Schechtman. The two discuss the shortcomings of traditional retail, innovation within the category, and how brands are collaborating in new ways.