A high tech multibrand menswear pop-up shop will open at 73 Brushfield Street in London’s Spitalfields on Friday (August 14).
The Dandy Lab will feature smart mannequins, shoppable mirrors, a virtual showroom, interactive styling wall and a café with wireless charging points.
It will let customers discover the stories behind British menswear brands including Smyth & Gibson, Alfie Douglas and London Terrariums through a number of display screens across the two floors.
The store will initially open for seven months, with a view to opening a permanent store early next year.
Peter Jeun Ho Tsang, co-founder of The Dandy Lab, said: “The shop is packed with innovation, but it also caters for those who like quality products, value British design and want more from their shopping experience. It’s great to bring this all together under one roof.”
Dan Worland, commercial director at shirt brand Smyth & Gibson, said: “The Dandy Lab concept is answering to the ever increasing demand for deeper and more thoughtful ways for brands to connect to their customers.
“Smyth & Gibson, has rich history and a handmade story that often doesn’t translate during the point of sale, so we’re very pleased to be part of something that reflects not just a trend, but a real move towards a sophisticated and engaging retail experience.”