Since its foundation in 2008 by Tel Aviv-based entrepreneur Uri Reiss, multi-brand retailer :story has resonated well with savvy young shoppers, and in equal measure, an extensive network of shops has been rolled out across its home base and nationwide. The company already has no less than 25 stores in Tel Aviv‘s sprawling metropolitan area, but still sees room for growth, opening its latest outpost, a veritable flagship store, in the northern suburb of Ramat Hasharon. Here, :story has secured a 350 sqm. (3,767 sq.ft.) unit on the premises of BIG Fashion Glilot, a large open-air shopping centre with 160 stores which opened its doors last February. The store interior, created by designers Ori Dunetz and Noa Solomon of local design practice ON Studio, is an extrapolation of sorts of the chosen aesthetic of :story‘s existing stores, being industrial and minimalist.
Additionally, there’s an emphasis on a palette of industrial materials, obviously, which would simultaneously reflect the retailer’s focus on sustainability, recycling, and fair consumption values. As such, almost half of the material palette comprises natural and recycled materials. A clean façade, clad in natural plaster, signals the store interior’s backdrop from afar. Similarly, some of the carpentry and metalwork elements, as well as the blocks, were produced from recycled materials. The lofty retail space has been created as functional and modular with removable shelving and interchangeable elements, all custom-designed. Taking centre stage is a sales counter on one side and a shoe area demarcated by tiered shelving on the other.
Both volumes come with suspended canopies which are linked by linear light fixtures. The entrance features a whimsical dry-cleaning-inspired hanging element, a nod to classic industry, adorned with a similar canopy, while the lower section is clad in a natural terracotta platform. On the other side of the entrance, a recycling bin is situated, designed for collecting used clothing items from the brand. The object has a slot to add more items and aims to highlight :story‘s recycling focus. A number of traditional handmade rugs add a warm and homey element to the otherwise austere premises. The new :story flagship store carries tightly curated men’s and women’s collections by a wide range of leading premium brands, such as Filippa K, VEJA, Nudie Jeans, A.P.C., Stine Goya and IZIPIZI. © superfuture
:story
BIG Fashion Glilot, Glilot Interchange, Building C (Ramat Hasharon)
Tel Aviv 4704172
Mon-Thu 9.30am-10pm
Fri 9.30am-5pm
Sat 10am-12am
Sun 9.30am-10pm
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