Store Called Store is a nostalgia-driven retail and art space in Greenpoint, Brooklyn, created by artist Kelly Adelia. The shop functions as both a brick-and-mortar storefront and a living installation—layered with vintage toys, folk art, chalkware, quilts, lamps, and emotionally resonant objects that invite curiosity, memory and play. Rooted in the spirit of five-and-dime stores and artist-run shops, Store Called Store offers an experience that feels tactile, surprising and personal.​

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The Project 

I was hired by Kelly to develop and execute an earned media strategy to support the launch of Store Called Store at the end of October 2025. The work focused on shaping a clear narrative for the store, articulating its purpose and point of view and building initial visibility for the shop to drive traffic to the store. 
 

The Result

Within the first three months of launch, Store Called Store secured a slate of high-impact press that helped establish it as a standout new retail spot in New York. Coverage included features in Vogue, New York Magazine, New York Post, Greenpointers and other culture and community outlets. 

 

These media efforts reached 80 million UVM combined, and built meaningful momentum that coincided with a 6x+ increase in Store Called Store's social following on Instagram.