STORY is a different kind of store: its founder, Rachel Shechtman, reinvents the space every three to eight weeks, in the same way that each issue of a magazine packages a new theme with new content. She's also taken lessons from digital retailÑthe importance of community engagement and constant reinventionÑand discovered how to apply them to a physical space. STORY gives consumers an experience, showing them that a store can tell a story; it can even become one, and then change into a different one a few weeks later. At FoST, Shechtman will share her quest to turn retail into a media channel as rich as any other, evolving a brand into an event and giving consumers a reason to spend their fractured attention on an adventure much richer than a simple shopping trip.