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New London store fuses fashion, lifestyle, data and technology

A shop-come-lab is opening in east London this August, aiming to bring out the social side of shopping in men by mixing online and physical retail experiences.

The Dandy Lab concept store is looking to fuse fashion, lifestyle, data and technology to champion British craftsmanship. The shop will house smart mannequins, a virtual showroom, an interactive styling wall and a café with wireless charging points, with the company saying it will allow men "to discover, learn, shop and share like never before".

The concept was conceived and managed by two entrepreneurial postgraduates from UCL and UAL, and it is supported by 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."

Launching on 14 August, customers will be able to access information about a selection of contemporary and exclusive British brands such as Smyth & Gibson, Alfie Douglas and London Terrariums, via a number of display screens across the two-floor site.

The store will be open on a beta trial for seven months with the view to opening a permanent store early in 2016.

The Dandy Lab will be located at 73 Brushfield Street, Spitalfields, London.

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The Dandy Lab