CONTENT
TARGET CONSUMER
OBJECTIVES
T H I S IS S T O R Y
KEY BRANDS & CREATIVES
ECO STORY
PRODUCT ASSORTMENT
PRODUCT CATERGORIES
STORE DESIGN
GUEST EVENTS CONCLUSION
OBJECTIVES
to p la n a n d curat e t h e n ext t h e me for the u n i qu e b out iq ue, STO RY in n yc with a focus on e c o -f r ien dly, susta in a bl e, and e thical b ra n ds an d in n ovato rs. Th is the me will f e atu re b ran ds a n d design s t h at e mb race the c u rre n t co n cer n s by co n sumers of whe re a n d h ow th eir p ro ducts a r e made and the d e s ire to beco me mo r e co n s ci ous of our i m pact o n t h e wo r l d we l ive in.
THIS IS
story defines itself as a retail concept located in chelsea that “takes the point of view of a magazine, changes like a gallery, and sells things like a store”. This revolutionary store changes its theme every four to eight weeks from design to merchandise with the goal of highlighting a new “theme, trend, or issue”. past themes have included The f-word, Made in America, and most recently Re-Loving, where they looked back on past stories but with an eye towards new brands, products, and creatives.
the new theme for this revolutionary retail experience will center around providing customers with products that meet their desire to lessen their impact on our environment. the goal of the eco story is to immerse guests in an environment that fuses functional and exciting products with sustainably sourced materials and ethically produced products while featuring brands and creatives that are making the right moves towards a more eco-friendly world.
PRODUCT CATEGORIES
LITERATURE
HOME
HEALTH & COSMETICS
APPAREL & ACCESSORIES
TARGET CONSUMER
NAME: AGE: OCCUPATION: MARITAL : STATUS LOCATION: HOBBIES:
Galen Andreou 36 Geochemist Married
New York, NY Training for marathons and volunteering at local animal shelters
NAME: AGE: OCCUPATION: MARITAL : STATUS LOCATION: HOBBIES:
Caitriona Irving 27 Photographer
Single New York, NY People watching, learning new languages, and dining at as many unique restaurants as possible
KEY BRANDS & CREATIVES
LITERATURE
Barbara Kingsolver
Sandy Black
Erin Boyle
Jeff Speck
Lauren & Janice Cox
George Marshall
LITERATURE
Julia Turshen
Dana Shultz
Adina Grigore
HOME
Bottle Cloth Napkins, tablecloths, table runners, and placemats made from fabric created from recycled plastic bottles.
Coyuchi
Organic cotton based comforters, sheet sets, napkins, and towels. Coyuchi champions slow manufacturing and mindful design.
Lite + Cycle 100% Pure essential oil fragrances for home + body. Uses no synthetic dyes, paraffin, animal byproducts, lead, or hidden fragrance chemicals. Ever.
HEALTH & COSMETICS
Le Labo “We believe that there are too many bottles of perfume and not enough soulful fragrances” Fragrance company that uses natural ingredients and does not test on animals
Obsessive Compulsive Cosmetics
SW Basics
Founded by makeup artist David Klasfeld, Obsessive Compulsive Cosmetics OCC strives to be on the forefront of colour cosmetics, while honoring both our professional makeup artistry and crueltyfree heritage. OCC is proud to be 100% Vegan & Cruelty-Free
“Our whole thing is that fewer ingredients means gentler skincare. And the simpler your routine the better. Our products are effective, easy to use, and made for everyone.”
APPAREL & ACCESSORIES
Bhava Shoes
Brave GentleMan
Matt & Nat
Vaute Couture
“NO MORE VICTIMS OF FASHION!” Bhava stands by the principles that animals and the environment have been victims of the fashion industry through the use of animals and the processes of the leather industry
“Brave GentleMan does things differently. We embrace a slowfashion production model. We invest in sustainable innovation, superior vegan materials, ethical labor & classic styles made with quality.”
MATT & NAT stands for MAT(T)ERIAL + NATURE. and is a vegan brand. In 2010, the UN reported that the best way to protect the environment is to adopt a vegan/ vegetarian diet, given the harmful effects of factory farming.
VAUTE (“Haute” + V for Vegan) is the world’s first vegan fashion brand, founded with a mission of taking animals out of the fashion equation, by using innovative, high-tech, sustainable textiles, cut and sewn in NYC’s garment.
GUEST HOSTS
Rouge Tomate
“Our mission is to provide an extraordinary dining experience that supports the total well-being of the individual and the environment.”
The Good Sort “Here’s To Feeling Good All The Time / Vegan Tea and Espresso Bar”
Lauren & Janice Cox Janice Cox is a homemaker and mother who has been making her own beauty treatments since she was in the sixth grade.
PRODUCT ASSORTMENT
LITERATURE “Don’t even think about it: why our brains are wired to ignore climate change “ by George Marshall
Walkable City: How Downtown Can Save America, One Step at a Time’ by Jeff Speck
The Sustainable Fashion Handbook’ by Sandy Black
TYPE
UNITS
Hardcover
800
Hardcover
800
Paperback
800
EcoBeauty: Scrubs, Rubs, Masks, Rinses, and Bath Bombs for You and Your Friends’ by Janice and Lauren Cox
Animal, Vegetable, Miracle: A Year of Food Life’ by Barbara Kingsolver
‘Simple Matters: Living with Less and Ending Up with More’ by Erin Boyle
TYPE
UNITS
Hardcover
800
Paperback
800
Hardcover
800
Small Victories by Julia Turshen
The Minimalist Baker’s Everyday Cooking by Dana Shultz
“Just The Essentials: How Essential Oils Can Heal Your Skin, Improve Your Health, and Detox Your Life” by Adina Grigore
TYPE
UNITS
Hardcover
800
Paperback
800
Paperback
800
HOME
UNITS
Bottle Cloth Free Flow Placemats in Sage & White set of 4
Lattice Placemat Sage & White set of 4 Witty Conversation Tablecloth Kiwi Angles Runner Sage
White Napkin with Sage Edging set of 4
UNITS Coyuchi
100
Organic Bedding Essentials Plus Set
100
100
Diamond Chambray Kitchen Towel set of 4
100
100
Larkspur Linen Pillow Sage, White
50 Each
100
100
Linen Apron Natural
Organic Spa Set 2 bath towels, 2 guest towels and 2 wash cloths, 1 robe
20
250
HOME
UNITS
APPAREL
Lite + Cycle
vaute couture
Candle Bergemot, Lavender, Sage
Karolina Wrap Swim Top Stargate Blue, Doll’s Cheek Pink, Ariel’s Hair Red
Candle Lavender
Candle Sage
500
500
500
Essential Oil Gift Set InGrace, InHeart, InRapture
100
Best Seller Gift Set Lavender, Begemot, Sage tin
100
E Racerback Swim Top Midnight Blue, Star Print, Black Ursula V-Swim Bottom Midnight Blue, Star Print
UNITS
3oo Each
3oo Each
3oo Each
Cozy Bodysuit Charcoal, Black
3oo Each
Bhava x Vaute Oxford Flat Black, Camel, Coffee
3oo Each
The New Vaute Tank Charcoal, Natural, Teal
5oo Each
UNITS brave gentleman Wasteland Boot Taupe Suede, Mahogany Side Zip Pullover Denim Tweed, Gray Tweed, Burgundy
UNITS matt & nat
3oo Each
Blair Toiletry Case Black, Cerise, Chili, Glass, Olive, Quartz
3oo Each
3oo Each
Magistral Notebook Black, Cerise, Chili, Glass, Olive, Quartz
3oo Each
Hope Charity Bag Black 100% Proceeds go to charity
Twill Pant Light Gray
3oo Each
Aaron Trousers Green, Khaki
3oo Each
Solar Glasses Case Black, Cerise, Chili, Glass, Olive, Quartz
3oo Each
Italian Organic Cotton Tweed Suit Pant Black
3oo Each
Voyage Passport Sleeve Black, Cerise, Chili, Glass, Olive, Quartz
3oo Each
Tweed Blazer Gray, Burgundy
2oo Each
Darling Jewelry Case Black, Cerise, Chili, Glass, Olive, Quartz
5oo Each
4oo Each
APPAREL
UNITS
bhava shoes Tyler Wedge Tan, Black, Emerald Oasis Strappy Sandal Natural
COSMETICS
UNITS
matt & nat
3oo Each
3oo Each
Alden Cut-Out Bootie Black, Tan, Natural
3oo Each
Rio Cut-Out Black, Topaz
3oo Each
Cognac Wrap Belt Cognac
3oo Each
Selma Slide Loafer Black, Sky, Stone
2oo Each
Nail Base Coat and Top Coat Nail Laquer SRUBS, Sybil, Cosplay, Wasabi, Deven Green, Feathered, Femme OCC Lip Tar Primary Pack NSFW, Traffic, Rx, Tarred, Feathered Cosmetic Color Pencils Feathured, Anti Feathered, NSFW, Sybil, Trick, Lydia Lip Duos Sebastian, Lydia, Tarred Lip Tar Wish, Derelict, Feathured, Anti Feathered, NSFW, Sybil, Trick, Lydia
10oo Each
10oo Each
10oo Each
10oo Each
10oo Each
10oo Each
COSMETICS
UNITS
le labo fragrance Anis 24 8.6 oz Candle Cedar 11 8.6 oz Candle
UNITS matt & nat
10oo Each
Palo Santo 14 6.9 oz Candle
10oo Each
10oo Each
Anis 24 3.4 fl oz Home Fragrance
10oo Each
Laurier 62 8.6 oz Candle
10oo Each
Cedar 11 3.4 fl oz Home Fragrance
10oo Each
Petit Grain 21 8.6 oz Candle
10oo Each
Laruier 62 3.4 fl oz Home Fragrance
10oo Each
Calon 17 6.9 oz Candle
Figue 15 6.9 oz Candle
10oo Each
10oo Each
Petit Grain 21 3.4 fl oz Home Fragrance Calon 17 3.4 fl oz Home Fragrance
10oo Each
10oo Each
COSMETICS
UNITS
le labo fragrance Figue 15 3.4 fl oz Home Fragrance
UNITS matt & nat
10oo Each
Full Kit Mini Cleanser, Toner, Cream, Exfoliant, Body Scrub Face Mask Hibiscus
10oo Each
Santal 33 Body Lotion 8 fl oz
10oo Each
Santal 33 Shower Gel 8 fl oz
10oo Each
Organic Cotton Rounds 8 Pack
10oo Each
Santal 33 Bar Soap
10oo Each
Makeup Remover Full Size 2 fl oz
10oo Each
Italian Organic Cotton Tweed Suit Pant Black Tweed Blazer Gray, Burgundy
10oo Each
10oo Each
Rose Water Spray 1.8 fl oz
Starter Bundle Cleanser, Toner, Cream 4 fl oz, 4 fl oz, 3 fl oz
10oo Each
10oo Each
10oo Each
UNITS le labo fragrance Oil Serum 1 fl oz Organic Lip Balm Flight Peppermint, Cocoa, Citrus, Cinnamon
10oo Each
10oo Each
Libby Vanderploeg Tote Black
10oo Each
Libby Vanderploeg Cosmetics Bag Natural
10oo Each
Newbie Bundle “Skin Cleanse” by Adina Grigore, Cleanse, Cream, Toner
10oo Each
STORE DESIGN
LAYOUT
GUEST EVENTS
Rouge Tomate
The Good Sort
Lauren & Janice Cox
We will partner with Rouge Tomate to bring customers the opportunity to order eco-friendly cocktails while they shop
We will also bring in The Good Sort to provide morning customers one weekend with coffee, lattes, and assorted drinks.
Lauren and Janice Cox will come in to talk about their book EcoBeauty: Scrubs, Rubs, Masks, Rinses, and Bath Bombs for You and Your Friends’ as well as teach customers how to create their own bath bombs and body scrubs.
CONCLUSION
Eco story will immerse guests in an environment
that fuses functional and exciting products with sustainably sourced materials while featuring brands and creatives that are making the right moves towards a more eco-friendly world.
Thank you, Kirt Hilker, for creating the renderings for
Eco story. You rock!
JENNA HUTSON