New men's concept store to open in Spitalfields, London

London's Spitalfields area is known for its young independent stores, and is is already home to some good menswear and heritage brands. Little wonder, then, that this is where new retail menswear concept store The Dandy Lab decided to open up.

The menswear store, which opens August 14th, says it marks a first in in British retailing by fusing fashion, lifestyle and technology to create a one-off retail destination. It will feature a slew of technology-forward shopping aids, including a virtual showroom, shoppable mirrors, smart mannequins and an interactive styling wall.

Co-founder, Peter Jeun Ho Tsang 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 luxury handmade shirt brand Smyth & Gibson added, ”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.”

The Dandy Lab will initially be open for seven months, but aims to be extended into a permanent store in 2016.