I talked about StoRytail last week as a new trend in retail.
I am liking the term narrative retailing (TM) very much.
There is a really interesting video on Advertising Age about it, check it out:
It is not only about ethics and environmental issues (sourcing material or considering carbon footprint). It is also about participation, involving the consumers, sharing an in-joke with them. Storytail allows the consumer to be part of the story.
I think The Old Curiosity Shop in London is a perfect example.