From May 10 to June 18, Jet will have a food-themed concept shop in Manhattan which showcases artisanal accessories, cookbooks, and kitchen appliances. Most of the items are pretty quirky, like face masks made from tomatoes, kale-flavored chocolate bars, socks with ice cream prints, and banana-shaped flasks.
The Jet experience comes to life at Story, a 5-year-old retail space that changes its products, decor, and events programming about every month based on its particular sponsor. For the next six weeks, the sponsor is Jet, where people can also find most of the store’s items.
The larger goal of the temporary store is to raise awareness around Jet’s grocery delivery service, Sumaiya Balbale, Jet’s VP of marketing, tells Business Insider.
As thousands of mall-based stores close around the country, she says the set-up — a store that’s constantly changing and includes interactive events — could signal the future of brick-and-mortar retail.
“Retail is rapidly evolving,”Balbale tells Business Insider. “Tech is changing a lot of the ways in which people shop, and the way that retailers can fulfill on those behaviors. It’s an exciting time to experiment. I don’t think shopping behaviors are set in stone, and there’s a lot of opportunity to help shape them.”
Widely considered an Amazon competitor, Jet was founded in 2014 by Marc Lore, who now serves as the CEO of Walmart E-commerce. Jet’s installation at Story is the first time the online retailer is selling its products in a physical location.
Business Insider got an inside look:
On May 10, Jet.com opened Fresh Story, at the store’s 2,000-square-foot location on Manhattan’s west side. It will be there for six weeks.
The partnership comes to life inside Story, a retail space that changes every three to eight weeks like a gallery. It was founded by consultant Rachel Shechtman in 2012.
Past sponsors have included American Express, Mr. Robot, and GE. There have been 34 “stories” so far.
For Jet’s installation, Story laid artificial grass on the floor …
… and the walls. On a few walls, there’s also cherry scratch ‘n’ sniff wallpaper.
Everything inside the space is food-themed, like these watermelon wallets and socks:
Most of the tables and shelves revolve around a certain produce item. There are bowls of free, fresh fruit next to the products, too.
“You can’t have fake fruit in a Fresh store!” Shechtman says.