STORY's "Feel Good" concept


Wall Street-ers and presidential debate watchers may not be the only ones who aren’t feeling so good, given the shaky economy. But with the newest incarnation of her Chelsea boutique Story, Rachel Shechtman is trying to up the wellness factor.

Through a new partnership with the global health service company Cigna, Story will spotlight “Feel Good” from Jan. 19 through Feb. 28. Timed to appeal to all those New Year’s resolutionists, the concept will tap into local wellness experts like Well + Good, and the store layout targets three areas — Good Plan for preventative care, Good Vibes for mindfulness and Good Eats for nutrition.

Building on the Coach by Cigna app, the store aims to create “a 360-degree experience,” according to Shechtman. Some of the more unexpected finds in the Good Vibes section include a Cigna Virtual Relaxation Pod that uses Oculus technology to create three VR environments as well as guided meditation. Le Beanock’s hanging chair system and a Snarkitecture-created light installation C by GE connected LED bulbs will also be in the mix.

Good Plan area will spotlight QardioArm, a Bluetooth-enabled blood pressure monitor, Withings’ newest connected watch The Activate Steel and Sensoria Sock for runners looking to improve their form. WiseWear’s new Bluetooth-empowered “Socialite” bracelet is also now available. Designed with Iris Apfel, the bracelet enables wearers to track their activity and offers a distress signal option.

And the Good Eats section spotlights healthy resources such as the artisan marketplace Farm to People and fermented beverages Better Off Spread. To give shoppers more of an incentive to visit the store, Story has lined up special events like “laughter yoga” with Vishwa Prakash on Jan. 24, a foam roller class with “Taller, Slimmer, Younger” author Lauren Roxborough on Jan. 31 and Good Smiles: Selfie, Snap & Share on February 27. Shechtman herself has other reasons to feel good, having recently been named to the National Retail Federation’s board and Ad Age’s 2015 “Creativity 50” list.

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