There’s a new story at Story — and even Neiman Marcus is in on the act

Story, the innovative retail store in Manhattan that totally reinvents itself every few months, has gone nostalgic with its latest revamp.



Story’s new installation, “Remember When,” offers an immersive retro experience that celebrates Nickelodeon’s memorable characters and iconic shows — “Rugrats” and “Sponge Bob” to name just two — from the ‘90s, just in time for the 25th anniversary of Nickelodeon.



Open through Sept. 18, the experience (and merchandise) is divided into five clubs that highlight fan-favorite Nickelodeon shows and other elements of ‘90s culture: Homeroom, Besties, Double Dare, City Kids and Yearbooks. Story teamed up with over 25 brands to sell merchandise in tune with exhibit. It also sells goods under its own private label.



For the first time since Story opened in 2011, the merchant is extending its experience beyond its own four walls by partnering with Ron Robinson, a Los Angeles-based retailer, and Neiman Marcus. From Aug. 18 to Sept. 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.



In addition, Neiman Marcus will highlight key collaborations with an online extension of “Remember When” on its website, Aug. 24 through Sept. 18. This is 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,” said Jim Gold, president, chief merchandising officer, 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.”



Founded by Rachel Shechtman, Story takes the editorial viewpoint of a magazine. It changes its merchandise and theme like a gallery, and sells things like a store.