Trust us, this park thing on an abandoned elevated train line is going to be HUGE!! Perhaps you've heard about this Highline thing? Alright, so, the Highline is hardly under the radar these days BUT one of the city's hottest new shopping corridors - 10th Avenue in West Chelsea - still falls well below the radar of the tens of thousands of tourists leisurely (said differently, slowly, said differently again, really slowly) strolling the Highline on any given day. And thank goodness for this because the stores along 10th are still, for the most part, a well-curated, eclectic mix of New York-esque shops and boutiques. Not a Banana Republic in sight!
Cut to December 2011 when one of the coolest new retailers in the city moved to the neighborhood called STORY. Incidentally STORY is also the newest member of the Ernest Supplies family. STORY is a retail space that has the point of view of a magazine, changes like a gallery and sells things like a store. Every four to eight weeks, STORY will change out all its merchandise, design, fixtures and reinvent the store around a different story-based theme.
Story's current "issue", a New York State of Mind, runs until August 19. For eight weeks, the team has curated a guide through the five boroughs and across the State, using a mix of dynamic merchandising partnerships and events to bring the city to life in-store. The NY-based cultural discovery website Cool Hunting joins the story as the first ever co-curator, taking a look at NY as the center of innovation in food, art and culture.Ernest Supplies is thrilled to be partnered with such an awesome and innovative retailer. Do yourself a favor and check it out the next time you're in the nabe - BUT get there before August 19 to check out Ernest Supplies and this current issue!