THE DANDY LAB: sneak peek into new “shop-meets-lab” in Spitalfields

THE DANDY LAB, the new men’s lifestyle concept which opens in Spitalfields on Friday 14 August, claims to be a UK first by fusing the best of the physical retail world with that of online shopping.

This so-called “Digical” experience is realised through smart mannequins, a virtual showroom, an interactive styling wall and a café with wireless charging points.  In addition customers will be able to access “stories” behind a selection of contemporary and exclusive British brands including Smyth & Gibson, Alfie Douglas and London Terrariums through a number of display screens across the two floors.

The concept was conceived and managed by two entrepreneurial postgraduates from UCL and UAL, Julija Bainiaksina and Peter Jeun Ho Tsang, and supported by a multidisciplinary team of specialists including academics, designers, creative technologists, experience architects, app developers and data scientists.

Co-founder, Julija Bainiaksina said, “Technology is a major element of the store, but the main vision is to create a personalised shopping experience for customers that translates into tangible sales for brands.”

The store will be open on a beta trial for seven months with the view to opening a permanent store early next year.

View our sneak peek video below.