Nuala Ginty has been appointed to handle the press and publicity for new men's fashion concept store, The Dandy Lab. Opening on 14 August in London's Spitafields, the brand fuses fashion, lifestyle and technology to create a one-off retail destination. The physical store will feature smart mannequins, shoppable mirrors, a virtual showroom, an interactive styling wall and a café with wireless charging points – all designed to allow men to discover, learn, shop and share. The Dandy Lab will offer customers to chance to access stories behind a selection of contemporary and exclusive British brands, including myth & Gibson, Alfie Douglas and London Terrariums through a number of display screens across the two floors. The store will be piloting for seven months with the view to opening a permanent store early next year. The Dandy Lab has also collaborated with DH READY, a cross-discipline creative company, who has developed an integrated retail launch strategy covering partnerships, PR, social and experiential.

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The Dandy Lab in 'fashion & accessories'