LIFE STORY, a new lifestyle concept store, opened in Edinburgh this month, offering a well-edited, affordable collection of products.

Husband-and-wife team, Fee and Adam Storey (pictured above) spotted a gap in the market for an independent lifestyle store.  They felt Edinburgh lacks what other European capitals offer and have created a unique concept store, drawing influence from their travels and passion for design.  Fee has hand-picked beautiful objects for the store including emerging Scottish contemporary designers, artisan Italian leatherworkers and cutting-edge products from Japan.

Fee commented: “I’m carefully selecting stock from around the globe, each with a unique story, and many that will be exclusive to Life Story.  Throughout the store, we’ll create a narrative for each product, explaining who the designer is, where they come from and why we love what they create.  Our aim is to promote emerging talent and encourage customers to discover pieces they identify with, helping them to feel inspired and tell their own story.”

Adam continued: “People today are much more design savvy and want something a little bit different.  Customers care about what they are investing in, which is why we have chosen to share the story behind their purchase.  We want people to get excited, share our passion and bring accessible beautiful objects to a wider audience with a move away from more expensive boutiques or stuffy art galleries.

Fee and Adam both have successful careers in design.  Fee is a textile designer who has worked with British and international fashion houses including high street brands H&M and Marks & Spencer before establishing her own textiles company, Alphabet.  Adam is the creative director of an international interior design business that has produced strategic retail concepts for Harvey Nichols, LK Bennett, Dune, Pied A Terre and Selfridges.

Creating the right retail environment was an important ingredient in formulating the Life Story business plan.  Adam has drawn on his experience of branding and retail operations to create a unique concept; cleverly using simple, honest materials to create texture, and most importantly, a completely flexible store interior.  The Life Story layout will transform with the ebb-and-flow of new stock and seasonal trends.  Influenced by products already sourced, including Scandinavian and Japanese designs, the store has a calm and elegant atmosphere.  


Using their experience of visual mechanising Fee and Adam have worked together to create different zones within the store to engage the customer and capture their imagination.  The show-piece back wall uses over a kilometre of timber to create a unique sculptural structure offering complete flexibility and the opportunity to interchange shelves and hanging rails.  It also forms a discrete screen, separating Fee’s studio space from the retail space.  Alphabet will be re-housed at Life Story where she will continue to create her own range of home accessories and screen-prints, and work on bespoke designs for private clients.

In the course of her travels, and in her experience as a textile designer, Fee has connected with a rich network of emerging designers.  Through these collaborations she hopes to bring customers a fun, exciting and fresh approach to shopping.  The pursuit of designers sharing the same vision will be ongoing, and coupled with customer feedback will inform the future of Life Story.

Life Story will open an online store in 2013.



Media enquiries, please contact:

Lee MacGregor at Mitchell MacGregor Public Relations on

0131 226 1442 / 07801 286 005 or

Life Story 53 London Street, Edinburgh EH6 6LX

Opening Hours: Mon, Tues, Wed, Fri, Sat 10-6, Thurs 10-7, Sun 11-5


Tel: 0131 629 9699

Fee Storey, 32

A graduate from Edinburgh College of Art, Fee has 10 years experience in surface design, print development, production, manufacture and project management.  She has worked for British and international fashion houses before co-founding Alphabet, a multi-disciplinary design business based in Edinburgh, in 2010.  With skills in visual communication, styling, and fashion design management, Life Story feels like a natural progression and a place to showcase designers she’s passionate about as well as her own designs, creating a world-class shopping experience.  As a freelance textile designer and graphics artist, Fee has worked with a variety of companies including Marks & Spencer and H&M.  Fee sources all stock for Life Story, creates the visual displays in store as well as working on her own designs from a purpose-built studio at the back of the store.

Adam Storey, 33

Adam graduated with a Bachelor of Arts in Interior Design from Kingston-upon-Thames University, and has over fifteen years’ experience working with a number of London’s design and architectural agencies.  He has been creative director at Four-by-Two for 8 years, setting up the Edinburgh office 5 years ago.

Approached by Harvey Nichols, Adam has created strategic concepts for the brand’s future experiential retail offer.  He has developed long-term working relationships with clients such as Pernod Ricard, working closely with the Beefeater Gin brand over a 6-year programme at their multi-million-pound mixed-use development in central London.  He has also used his retail specialism to design flagship stores at Westfield London.

Taking inspiration and reference from his travel and career experiences, Adam has applied his uniquely creative approach to a breadth of projects including luxury retail, hotel design, bars and restaurants, brand homes, and exhibition design for clients such as Westfield, Harvey Nichols, RBS Group, Diageo, The Dune Group, Selfridges, L K Bennett and Pernod Ricard.