Today’s retailers try to tell a story that shoppers can “read,” using the grammar of visual merchandising, interior design and displays, and the products themselves. Consumers may not be aware of all the nuances at work, but they know when a shopping journey makes sense to them. Neighborhood Goods is attempting to tell a story, but with a bigger and more complex set of building blocks: a changing collection of pop-up stores, all housed under one roof.

Read more.