STORY is a 2000 square foot concept store located in Manhattan’s retail corridor of 10th avenue. They’re currently running a Gillette-sponsored shave using the Fusion ProGlide SilverTouch Razor.

The store has the point of view of a magazine, changes like a gallery and sells things like a store. Every four to eight weeks, STORY will change out all its merchandise, design, fixtures and reinvent the store around a different story-based theme.

The current story is know as (HIS)Story, featuring over 140 brands tailored to suit the tastes of myriad modern men. A shave using Gillette’s latests offering is also part of the experience, carried out by the capable Luis from Frank’s Chop Shop.

Take a look at the video below to get a better understanding of the experience:

Via Flippies.com