Back in December 2014, AwesomenessTV debuted its temporary pop-up retail store in Los Angeles dubbed Scene@AwesomenessTV. The YouTube multi-channel network has a new pop-up store, but this time on the East Coast. AwesomenessTV has partnered with New York City’s retail experience company STORY to bring digital stars’ personal stories to life for a limited time in a unique, creativity-inspired retail installation.
STORY is a company which combines the feel of an art gallery with an editorial, curated shopping experience. In essence, STORY’s physical space in New York is transformed into a living magazine which switches out its theme every so often. The retail experience company has worked with companies such as Intel, Yahoo, and the Made Movement in the past. AwesomenessTV is the latest focus, and the two brands’ retail “exhibit” is dubbed Your STORY.
As part of the Your STORY initiative, which is open from March 9 to April 5, 2015, STORY pulled together various products which embody the character of some of AwesomenessTV’s top digital creators. Here’s a full list of creators and their favorite brands highlighted at Your STORY:
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Meg DeAngelis: favorite selections from Dylan’s Candy Bar
Connor Franta: select pieces from men’s clothing line Supply System
Sawyer Hartman: various products to help you take quality selfies
Ingrid Nilsen: BaubleBar fashion jewelry and do-it-yourself creative kits from Brit + Co.
Alli Simpson: products from beauty brand Julep
Amanda Steele: customized women’s clothing pieces from Bow & Drape
“STORY provides us with an innovative opportunity to directly connect our brand and influencers with the audience,” said Jim Fielding, AwesomenessTV’s Global Head of Consumer Products and Retail, in a release. “We love the STORY concept and think it is a perfect fit with AwesomenessTV’s own disruptive approach to retailing.”
In addition to selling YouTuber-inspired products, AwesomenessTV and STORY will bring some of the digital stars in-store for live events. DeAngelis will appear with Dylan’s Candy Bar founder Dylan Lauren on March 12. A few days later on March 17, Franta will provide tastings from his Common Culture coffee line and celebrate the release of his second compilation album. Then on March 24, Nilsen will teach attendees how to host an entertaining party.
To round out the art gallery-style of the entire experience, Your STORY features a vertical display from Perch Interactive which highlights the six YouTubers’ videos in connection with their retail products. STORY also brought in a permanent photo booth from PHHHOTO, which customers can use to take a selfie to be projected on the store’s wall. Finally, Brooklyn artist Samantha Hahn created and put on display various watercolors representing the six AwesomenessTV YouTube stars.
“We wanted the experience to visually connect the digital with the physical world,” explained Rachel Shechtman, founder of STORY. “Samantha’s artwork expresses these personalities in a fresh andpersonal way to encourage the discovery of these talented individuals offline.”
Your STORY will also feature in-person demonstrations from Lumi founder Jesse Genet, Julep founder Jane Park, and Mink founder Grace Choi. You can access a full schedule of events, including the ones with AwesomenessTV’s YouTube celebrities, on STORY’s website.
And if you’re a native New Yorker or visiting Manhattan, you can visit AwesomenessTV and STORY’s Your STORY retail experience at 144 Tenth Avenue in Manhattan. Hours of operation through April 5 are 11 AM to 7 PM EST (Mondays-Wednesdays), 11 AM to 8 PM EST (Thursdays), and 11 AM to 7 PM EST (Fridays-Sundays).
