TALKING SHOP: The Dandy Lab, a men’s apparel and lifestyle shop enhanced by technology, is set to open in London in March with futuristic technology.

Based in Covent Garden on Henrietta Street, the 1,500-square foot store will carry British-made products from more than 40 designers including Holdall & Co, Private White VC, Foxhunt Menswear, Coeur Menswear, Hedon, Born British, Mark Vessey, Gentle Man, Oliver Spencer, Tom Hide, Barnard and Westwood. Prices will range from 15 pounds, or $24, for grooming items, to 600 pounds, or $969, for a made-in-England leather briefcase.

Digitally-enhanced and interactive storefront windows will welcome shoppers with style tips based on their current outfit using software designed specifically for the store. A camera will scan shoppers, sending options of items that would work well with their ensemble. With help from a digital app, products will engage with consumers by offering information about themselves. Using an augmented reality platform with a Kinect camera and touch screen, shoppers will also be able to go to a “magic mirror” to try on an outfit virtually and make purchases directly from the screen. The Dandy Lab is sponsored by University College London, CISCO and We Are Pop Up.

“It’s all about the experience and story telling,” said co-founder Peter Jeun Ho Tsang. “This is what The Dandy Lab aims to convey with each unique product stocked, and technology is the key to fusing digital with the physical. The store is set be the world’s first #TalkingShop. With 19 sponsors and partners already backing the project, it’s going to be first concept store of its kind in London.”

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