The independent downtown store, which reinvents itself every few months, is now presenting a Nineties-inspired "Remember When" experience that highlights hit '90s Nickelodeon shows such as Rugrats, SpongeBob SquarePants and The Ren & Stimpy Show. Running through Sept. 18, the set-up in the New York store features more than 25 brands, including Story's own private label. More unexpected finds are a stonewashed Gap denim jacket and a SpongeBob Rolex watch customized by Bamford Watch Department.
Story's "Remember When" goods will be sold at New York-based retailer Story as well as at NeimanMarcus.com and Ron Robinson in Santa Monica. (Thomas Iannaccone)
In New York, "Remember When" shoppers will find such kitschy experiences as a Foxtales-designed selfie station that visitors can use to get digitally slimed and a Double Dare hamster wheel to test their speed. Fans of the number one network for kids can also check out interviews with show creators and characters through a Perch-enabled display. Story's retro concept is to celebrate the 25th anniversary of Nickelodeon Animation. Pam Kaufman, Chief Marketing Officer and President of Consumer Products at Nickelodeon, said Millennials, the generation that grew up watching the channel, have made it known via Facebook, Instagram, Pinterest and other social media outlets that they miss the Nineties.
Story founder Rachel Shechtman dreamed up a 1991 flashback feeling by setting up a homeroom complete with desks and a podium and dividing the store into class clubs. Homeroom features a mash-up of Nineties characters - Besties consists of Nickelodeon's better-known tag teams; Double Dare was inspired by the Nineties game show of the same name; City Kids is made up of Hey Arnold!-inspired items, and Yearbookers is comprised of nostalgic selections such as Sugarfina Slime green apple candy. The letter from the editor, which frequent shoppers at Story have grown to look for, is written like a valedictorian speech. Illustrator Charlotte Fassler flew in from her home in Marfa, Tex., to draw portraits of some favorite characters on the Story wall. Shechtman estimated that 20 to 30 percent of the offerings are apparel.
To help further the event's reach, Ron Robinson will launch a limited run of "Remember When" merchandise from 18 brands in a concept shop in its Santa Monica store starting Aug. 18. The Neiman Marcus web site will feature dozens of styles from 14 brands featured in the "Remember When" selections starting Aug. 23. This will be the first time Story has branched out from its own location at 144 10th Avenue.
Neiman Marcus President and Chief Merchandising Officer Jim Gold said, "We thought it would be really fun to show our clients things that they probably hadn't seen before - unless you have the opportunity to get to Chelsea to one little store that's doing really fun, creative, interesting things. We thought it would be novel to bring that to the Neiman Marcus client. At the same time, there are things Neiman Marcus can do that can help Rachel [Shechtman] get exposure to for her company."
Distributed in 175 countries, Nickelodeon has a built-in base of fans, from which all of the "Remember When" parties stand to benefit. Kaufman's favorites include the Jeremy Scott selection (which includes a leather jacket and boots). "He's the ultimate Nick kid. He grew up on Nickelodeon and has probably done one of the best jobs of reinterpreting Nickelodeon characters. I love his 'Ren and Stimpy' collection," Kaufman said, adding that the company hopes to work with him again.
She declined to reveal annual sales for the consumer products division that she oversees. In terms of myriad products that it has licensed, she recalled how in years past, Nickelodeon licensed a SpongeBob SquarePants thong and Teenage Mutant Ninja Turtles mud flaps for trucks. With select freestanding Nickelodeon stores in locales such as London's Leicester Square and Panama, the company plans to open another in Dubai. "There isn't a set number of Nickelodeon stores that will open. ... It's not a huge business goal. It's more of a brand statement," she said.
Through a deal with Universal, Nickelodeon has a theme park in the Mall of America, which is one of the world's largest indoor theme parks. Other worldwide locations are in the works with a variety of other partners, Kaufman said. And a Nickelodeon luxury hotel recently opened in the Dominican Republic. "It's really about Nickelodeon's footprint going where the consumer is."
From STORY:
Our New STORY Is: Remember When
Remember When…Life was easy like Saturday morning cartoons? When we dropped “Whatever” into conversation, tried to be kind and press rewind, and save up our allowance for our favorite beanie babies and pogs? Like totally, for sure, times have changed and memories get fuzzy like our favorite B.U.M. Equipment sweatshirt. So we’re dialing it back to the dial-up days and embracing 90s nostalgia with #RememberWhenSTORY.
In celebration of Nickelodeon’s 25th Birthday and their late night programing, The Splat, we’ve teamed up to bring the ’90s back to life, back to reality August 5 – September 18. It’s a nod to the decade that brought us Rugrats, SpongeBob, Rocko's Modern Life, and more of our favorite animated pals.
From how we played to the decade’s fashion trends, to the iconic toys and snacks of Saturday mornings past, duh this decade was memorable. “Remember When” takes visitors back to it through the lens of a yearbook, dividing the shop into themed clubs that highlight fan-favorite Nickelodeon shows and other elements of ‘90s culture. To bring the characters to life offline, we teamed up with illustrator Charlotte Fassler to take over the STORY wall with portraits of some of our favorite cartoon friends.
The experience is centered around five clubs. HOMEROOM, where it all starts, is where you’ll find a mashup of beloved ’90s characters and inspired prints by Print All Over Me. BESTIES remembers Nick’s iconic duos (channeling CatDog). DOUBLE DARE is inspired by Nick’s game show (and all things slime), where you’ll have a chance to run the human hamster wheel. CITY KIDS features Hey Arnold!-inspired pieces that play to the home crowd. And YEARBOOKERS showcases some ’90s superlatives–from your favorite candy to must-have nostalgic pics.
Throughout these sections, we’ve teamed up with over 25 brands on rad items that celebrate the spirit of ‘90s Nickelodeon. From a pair of Double Dare-inspired Keds to a stonewash denim jacket by The Gap, to Rolex watches customized by Bamford Watch Department, to iconic ’90s lipsticks by Smashbox, to statement pieces from Rockets of Awesome, to Ren & Stimpy-inspired threads by Jeremy Scott, we’re chock full of exclusive items that throw it back.
Feeling left out, all you West-Coasters? Take a chill pill. The #RememberWhenSTORY experience is transcending its East Coast space for the first time (!) to team up with Los Angeles-based retailer Ron Robinson and NeimanMarcus.com, giving consumers the opportunity to feel all the ’90s feels too. (You can read more about that here).
So get down with the get down, dial it back, and join us for an experience that promises to be too cool for school.
Also from STORY:
Our Favorite Throwback Moments in #RememberWhenSTORY
It’s the start of #RememberWhenSTORY, and this week we’re singing songs that remind us of the good times as we eat (PopRocks) drink (Capri Sun) play (with Nerf guns) and celebrate all things ’90s. No doubt, nostalgia is bagging another huge win with STORY moments to experience and share. Here’s a roundup of a couple of our fave throwback moments within our four walls:
Podium
So what if you weren’t valedictorian? (Or if you’re too young to have graduated high school!). Take a moment to stand behind our podium, take rad pics in front of NickToons-inspired prints, and capture the general awesomeness of reconnecting with your pals from the Class of ’91.
Human Hamster Wheel
Locate your inner rodent, run the 1-ton Human Hamster wheel until the lever strikes “6” (why “6?” Who knows! The ’90s were a little weird!), and beam with satisfaction knowing that you totally could have slayed any physical challenge on Double Dare.
Feeling all the feels with our ’90s nostalgia? Take a chill pill! There’s way more #RememberWhenSTORY moments to follow. Stay up on our DL @thisisstory.
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Original Nickelodeon Press Release via Business Wire:
STORY Presents “Remember When”
Relive the '90s with Nickelodeon: Rugrats, Hey Arnold!, Double Dare and More
PRESS IMAGES: http://bit.ly/2b9Dzqi
August 09, 2016 04:24 PM Eastern Daylight Time
NEW YORK--(BUSINESS WIRE)--STORY, New York’s ever-changing concept store, unveils “Remember When,” an immersive retro experience that celebrates Nickelodeon’s iconic shows and memorable characters from the ‘90s, timed to the 25th anniversary of Nickelodeon animation. Open August 5 - September 18, “Remember When” is the 31st installation for STORY and takes a nostalgic look back at the decade that gave birth to the Rugrats, dial-up Internet and leggings as pants. To bring the ‘90s “back to life, back to reality,” STORY has teamed up with over 25 brands on items that celebrate the spirit of ‘90s Nickelodeon--from a pair of Double Dare-inspired Keds and a stonewash denim jacket by Gap, to Rolex watches customized by Bamford Watch Department.
“Remember When” takes visitors back to the future through the lens of a yearbook, set against a backdrop that features portraits of beloved ‘90s Nick characters reimagined by New York illustrator Charlotte Fassler on the STORY wall. The experience is centered on five clubs that highlight fan-favorite Nickelodeon shows and other elements of ‘90s culture:
* HOMEROOM: Where it all starts. Celebrate the legacy of Nickelodeon through products that feature a mash-up of beloved ‘90s characters and give back with brands like State Bags and Out of Print.
* BESTIES: Remembering Nickelodeon’s iconic duos.
* DOUBLE DARE: Hit prints and patterns from Crshr and Boardies inspired by Nickelodeon’s ultimate ‘90s game show Double Dare and iconic green Slime.
* CITY KIDS: Hey Arnold!-inspired pieces that play to the home crowd.
* YEARBOOKERS: The '90s were all that, from your favorite candy to must-have nostalgic picks.
“Consumer demand for '90s Nickelodeon is off the charts and we are excited to introduce an exclusive new line of products based on our most popular shows to celebrate this iconic chapter of our history,” said Pam Kaufman, Chief Marketing Officer and President, Consumer Products, Nickelodeon. “We think STORY is the perfect partner to kick off our new consumer products program and Nickelodeon fans are really going to love it.”
STORY will extend the “Remember When” experience outside its walls for the first time through additional brick-and-mortar and online retail partnerships with Los Angeles-based retailer RON ROBINSON and NeimanMarcus.com, giving consumers outside of New York the opportunity to join the fun. From August 18 to September 18, RON ROBINSON will host a STORY “Remember When”-themed shop-in-shop in its Santa Monica store and feature an edited selection of the limited-edition product.
“The nostalgia that this collaboration with Nickelodeon evokes is energizing. I told my staff about this project and they, each one, went into their list of which characters and shows they were fond of. It's been exhilarating for me to work together with Rachel and her team at STORY, they are true masters!!! Our teams have worked seamlessly together. I am looking forward to the celebration at RON ROBINSON on August 18," shares Ron Robinson, Founder & CEO, RON ROBINSON.
Neiman Marcus will highlight key collaborations with an online extension of “Remember When” on their website, NeimanMarcus.com, for a limited time starting August 24 through September 18. This marks the first time STORY’s themed concepts will be available online and also serves as a first for many of the brands to have their items sold at Neiman Marcus.
“We are thrilled to partner with Rachel and her great team to bring STORY to Neiman Marcus. We love her innovative approach to product, marketing and the customer experience, and believe that we can collaborate in a very exciting way to showcase the unexpected for our clients--starting with an introduction of her ‘90s icon story on our website,” said Jim Gold, President, Chief Merchandising Officer, Neiman Marcus.
Those in New York will be able to enjoy the full flashback force of the partnership through a series of playful in-store experiences. Double Dare fans can step up to the podium for photo opportunities and the most daring will be able to take a physical challenge on the hamster wheel from the original obstacle course. A display designed by Perch Interactive will showcase behind-the-scenes interviews with many of the creators of Nickelodeon’s animated series, while an in-store selfie station will give visitors an opportunity to get digitally Slimed through a custom interactive photo experience designed by Foxtales. Finally, Time Travel Radio, created by Jamie Carreiro, a Creative and Tech Director at PARTY NYC, has curated the top hit songs from 1990-1999, so fans can relive the decade via music.
Exclusive collaborations for “Remember When” include:
* Bamford Watch Department Rolex: To create the ultimate throwback timepiece, Bamford Watch Department has turned three Rolex watches into limited-edition collector’s pieces with three distinct faces inspired by Double Dare (Slime), an all-over Nickelodeon animation print, and SpongeBob SquarePants.
* Chasing Paper: Peel and stick removable wallpaper with two Nickelodeon-inspired patterns designed by STORY.
* Denik: With every product sold from this collection of custom journals, a portion of the proceeds goes directly to building schools and to support the artist.
* Dormify: In time for back-to-school, Dormify has created a collection of limited-edition pillows inspired by Nickelodeon’s animated cast of characters, from Ren & Stimpy to SpongeBob SquarePants.
* Harry Barker: Super-healthy snacks for cats, dogs, and CatDogs. Plus, a handmade dog toy made to look like Chuckie Finster’s iconic glasses.
* Keds: Hit the ground running in two exclusive styles of ‘90s-perfect Keds sneakers, each featuring a custom print and laces inspired by the hit Nickelodeon game show Double Dare.
* Leeloo Soaps: Handmade in Portland, Leeloo Soaps has created five custom bars including a Slime green bar and Wallaby Wash.
* Mi Cielo: Rugrats-inspired onesies for today’s rug rats, handmade in Austin, Texas.
* Print All Over Me: The online platform for self-expression and creative collaboration brings together a wide assortment of apparel and accessories to commemorate ‘90s Nick from bathing suits and Slimed hoodies to bucket hats for little ones.
* Rockets of Awesome: Rockets of Awesome has turned its cool kids’ wear into two throwback statement pieces: a glow-in-the dark Slime-covered tee and silver metallic varsity jacket, perfect for today’s coolest Nick fans.
* Samsung: An exclusive Nick character collection of electronics including fast-charge exterior batteries, wireless Slimed speaker and printed Galaxy phone cases.
* Smashbox: Unleash your inner ‘90s babe with “The Kiss Ups,” an exclusive collection of lipsticks in three shades inspired by the decade’s moody hues.
* Stance Socks: Kick it old school. Indie sock maker Stance has created a line of limited-edition pairs of retro-right statement socks for the stickball champ in all of us.
* Sugarfina: L.A.-based confectioner Sugarfina puts a sugar-coated spin on the ‘90s with five Nickelodeon-inspired boxed gummies including SpongeBob SquarePants pineapples and Slime green apples.
* Tidal Flip Flops: Tidal’s expertly engineered American-made flip flops take a step back in time with three exclusive styles featuring SpongeBob SquarePants, Ren & Stimpy and a ‘90s Nick character print.
* WattzUp: 3D-molded power chargers in the shape of fan-favorite Nick characters that charge to 100% in a single use.
Additionally, select Ren & Stimpy pieces from the fall 2016 Jeremy Scott collection will be available for purchase.
EVENTS:
#TBT Happier Hours: Every Thursday from 6:00 – 8:00 pm running August 11 - September 15
Revisit your after-school programming, grow’d up-style, at #TBT happy hours. We'll raise the roof with ‘90s-inspired food, strong cocktails, and (totally requested) music from DJ Saz.
Additional events for New York Fashion Week will be posted and announced at a later time.
LOCATION + DETAILS:
STORY
144 Tenth Avenue on the southeast corner at 19th Street
Phone: 212.242.4853
Hours:
Monday - Wednesday: 11am-8pm
Thursday: 11am-9pm
Friday - Saturday: 11am – 8pm
Sunday: 11am - 7pm
Social:
Hashtag: #RememberWhenSTORY
Website: www.thisisstory.com
Twitter: @ThisIsStory; @TheSplat
Events: http://thisisstory.com/events/
Facebook: STORY; The Splat
ABOUT NEIMAN MARCUS GROUP:
Neiman Marcus Group LTD LLC is a luxury, multi-branded, omni-channel fashion retailer conducting integrated store and online operations under the Neiman Marcus, Bergdorf Goodman, Last Call, Horchow, CUSP, and mytheresa brand names. For more information, visit www.neimanmarcusgroup.com.
ABOUT RON ROBINSON:
In 1978, RON ROBINSON opened its doors at Fred Segal on Melrose Avenue, and has grown exponentially ever since. Today RON ROBINSON maintains its original Melrose location and has expanded with its first ever flagship concept store in Santa Monica. The new flagship location is a clear announcement of Ron Robinson’s continued singular retail vision, where he curates the elusive essence of SoCal cool and discovers the next big thing in design and “Fashion Art” in the men’s, women’s, kids, cosmetics, fragrance, jewelry, and home design arenas. Robinson is also world-renowned in the beauty industry for his collection of APOTHIA perfumes, lotions and home fragrances which were created for RON ROBINSON and have since expanded to hi-end retailers like Barney’s, Montage Resorts, The Wynn Las Vegas and others across the globe. He has been awarded with Interior Scent of the Year from the Fragrance Foundation for 8 of his 11 scents, the AIGA award of excellence and most recently has collaborated with the legendary Missoni family for an exclusive line of candles. RON ROBINSON is a true Los Angeles shopping experience and a destination in itself.
ABOUT STORY:
STORY is a retail concept based in Manhattan that blurs the lines between retail and media through an innovative, change-based model. Envisioned by founder Rachel Shechtman as a living magazine, the 2000-square-foot shop located on 10th Ave in Chelsea takes the editorial viewpoint of a magazine, changes like a gallery, and sells things like a store. Since opening, it has presented over 30 unique merchandise installations including Making Things, Style.Tech, and Home for the Holidays, and worked with partners including General Electric, Intel, and Target to bring each concept to life. Looked to as an industry innovator, STORY has been featured in the New York Times, Ad Age, and named one of New York's top shops by Time Out. On its behalf, Shechtman has been named to the Crain's NY "40 Under 40" List, Fast Company's list of "100 Most Creative People In Business."
ABOUT NICKELODEON:
Nickelodeon, now in its 37th year, is the number-one entertainment brand for kids. It has built a diverse, global business by putting kids first in everything it does. The company includes television programming and production in the United States and around the world, plus consumer products, online, recreation, books and feature films. Nickelodeon’s U.S. television network is seen in more than 90 million households and has been the number-one-rated basic cable network for 20 consecutive years. For more information or artwork, visit http://www.nickpress.com. Nickelodeon and all related titles, characters and logos are trademarks of Viacom Inc. (NASDAQ: VIA, VIAB).
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Starting in August, The Splat will celebrate the 25th anniversary of our most beloved Nicktoons! Prepare yourself for insider info, never-before-seen footage, and interviews with the cast and creators of the shows that started it all: Rugrats, Doug, and The Ren & Stimpy Show! This is going to be huge, and it all starts August 11th on The Splat! #NickAnimation25
Visit the official 25 Years of Nickelodeon Animation Tumblr blog for more fantastic Nickelodeon memories, and remember to watch all your '90s Nickelodeon favorites on The Splat, your late-night destination for your favorite childhood Nickelodeon cartoons and live-action shows!
Follow NickALive! on Twitter, Tumblr, Google+, via RSS, on Instagram, and/or Facebook for the latest Nickelodeon's 25 Years of Animation News and Highlights!
