6 Things to Know About Jet.com & Story's Food-Centric Concept Shop

Chelsea's ever-changing concept shop opens today as a new culinary destination.

 fresh story

photography by STORY


E-retailer and marketplace Jet.com has opened its first IRL outpost: a temporary food-centric shop in Story, a concept shop that changes its offerings every four to eight weeks. This is the 34th pop-up in the Chelsea storefront, and it offers a stylized shopping experience for Jet.com’s wide range of products and new fresh food offering.

The store is essentially a colorful, curated magazine centered around living a healthy life. There isn’t much actual food available for sale—though there is a refrigerator full of complimentary rainbow-hued fruits—all of the products, from home tech to kitchen decor to avocado-infused beauty items, have a culinary connection. Starting today, the shop is open for six weeks, and here are six things you need to know about this must-visit market.

photography by STORY


1. It has some cool art installations: Even if you’re not looking to buy anything, stop by to check out the design. Story founder Rachel Shechtman was thrilled to launch this project in part because of the activations and accents by artists throughout the store, including the mural by illustrator Claudia Pearson and a vertical garden by Garden on the Wall. There’s also a three-dimensional installation of Jet.com boxes—part infographic, part art piece—showcasing Jet.com’s innovative packaging (it’s lined with recycled denim and doesn’t need refrigeration). 

photography by STORY


2. It’s a feast for the senses: The floor of the shop is lined with fake grass, and the installations are curated by color. Scented cherry wallpaper from Flavor Paper makes you want to scratch and sniff the walls, and various in-store events will offer up tasty treats made in the June Intelligent Oven (it knows what you’re cooking and programs itself accordingly) and GE Pizza Oven, both available for sale.

 fresh story produce

photography by MEGHAN MCNEER


3. You can get produce with your purchase: If you buy certain ingredient-inspired products, you’ll get the produce provided by Jet.com.

photography by STORY


4. You’ll buy things you didn’t know you needed: Like the Click ‘N Grow indoor garden, which makes growing herbs foolproof, or a tomato-shaped tomato holder, or a porcelain pillow to hold a boiled egg. The store also sells the Coolest Cooler, a high-tech cooler that can blend your drinks and play music.

photography by STORY


5. You’ll see some familiar names: The shop offers Mario Batali’s entire collection and a health-focused section curated by beauty guru Bobbi Brown.

photography by STORY


6. It’s not just for shopping: Fresh Story, as the pop-up is called, will also host weekly events, activating various aspects of the store. Brown will discuss her new book Beauty from the Inside Out with Refinery 29 Editor-in-Chief Christene Barberich. Batali will kick off Fresh Talks, a series of conversations about food, recipes, and the culinary industry. Hella Cocktail Co. will host a booze-fueled session with Tipsy Scoop.

photography by MEGHAN MCNEER


Fresh Story is located at 144 Tenth Avenue at West 19th Street, New York. It's open Monday-Wednesday and Friday-Saturday, 11am to 8pm; Thursday 11am to 9pm; Sunday 11am to 7pm.

Published on May 10, 2017 - 3:00pm EDT

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