The F-Word at Story
West Chelsea, New York City

To celebrate International Women’s Day this spring, the concept store Story launched a new collection called “The F-Word”. It featured items and ideas selected to spark a conversation about a diverse range of contemporary feminist issues. We were asked to redesign this store in order to give form to the curatorial lens, as well as display merchandise, and video content, and be able to host event programming.

Flexibility was a key requirement. The space had to host events of various sizes and at the same time be a retail space. To accomplish this, we installed a number of sculptural “gallery walls” to house product. These could also be moved. Black and white – and highly minimal – the design became the perfect backdrop for this popular event at STORY.