Bird-Street-14

Inside The Dandy Lab Edit

Written by Clara Maguire

 

The Dandy Lab is a co-retail lab where we gather brands, technologists, entrepreneurs, researchers and makers. We work at the intersection of emerging retail technologies and future retail formats.

So far we’ve run 5 concept stores across London and are currently popping up on London’s first smart street located at Bird Street W1B 1BU.


“We believe that physical retailing is becoming a powerful advertising platform for product brands where real tactile experiences are more memorable.”

We are a bit different from most retailers – we focus on:

> building a community of brands: we’ve worked with hundreds of amazing brands. They’ve taught us that they want real world retail at the same price and ease as setting up an online shop. We’ve launched ShopShare, brands rent a rail or a shelf by the month. This year we will be ramping up our brand offer and launching a membership model – keep an eye out for updates.

> retail placemaking: every concept store is different and designed to offer something relevant to the local retail experience. By building a brand community first – we can curate each store to a unique brief. In September we’ll be launching a new retail placemaking service – ping us at hello@thedandylab.com if you’d like to know more.

> retail tech: for us technology is redefining retail – our focus is on 3 things:
engaging customer experiences where tech reduces friction, tells stories and is fun and easy to use.
making it easy for brands to join the community and for us to support and promote them.
engaging with our customers in a similar way to our brands – a community that we engage with even when we aren’t popping up.

We’ve called our Bird Street pop up the Edit. We’re showcasing our favourite fashion and lifestyle products transforming the retail space into a ‘physical magazine’. We’ve got a Selfie Mirror which will put your picture on the Edit’s magazine cover.

We believe that physical retailing is becoming a powerful advertising platform for product brands where real tactile experiences are more memorable, and create an emotional connection between the customer and the brand. Therefore, we are designing the shop to act as a physical advertising channel – a magazine full of engaging and fun experiences. Smart operational technologies help the brands to easily pop up in-store for a flexible amount of time, engage with customers, tell their stories, increase brand recognition, and get insights on their product performance.

Reinforcing our community values, customers are able to shop and meet the creators of the exclusive in-store products. We’ve got vintage inspired jewellery by Katie Mullally, luxurious yak wool accessories by Khunu, and innovative custom molded insoles by Podo. We show all the stories behind the brands, just like stories in a magazine.

Our launch Brands are: Charlie Howe Design, House Thirteen, Katie Mullally, Khunu, Monc, Monu, Podo, Sloane Stationery, Thomas Clipper, Sasha Tugolukova, Smith & Sinclair, Tom Smarte, The Travel Org, Wild Planet


“The collaboration between Podo and The Dandy Lab gives us the opportunity to connect, interact and inspire our customers, and build sustainable relationships through data gathered using the digital tech inside the pod.”
Christophe Champs, Founder, Podo

At the Edit we’re focusing on four main retail tech categories:
1. Experiential and fun technologies – we created a shop to act as a magazine, where customers explore the brands and are invited to be a part of the magazine by becoming the face of the magazine cover through the In-store selfie mirror by ClickSys. Customers can then share the picture on social media to get in-store discounts.
2. Smart and easy payments – we are working with MishiPay to provide a quick and easy payment solution. Customers can scan, pay and go without ever having to visit the till point..
3. Analytics and intelligence – in order to understand the customers’ demographics, likes and interests, we have partnered with Locomizer to help us better understand our visitors and improve the in-store product selection and offering.
4. Feedback technologies – to collate customer feedback we have partnered with Ksubaka and gamified a customer survey.

If you’re a customer, brand, landlord or tech business please do stop by and say hello – we’d love to discuss The Edit with you and get your feedback. We are open everyday between 11am and 7pm at Bird Street, W1U 1BU

Bird Street

The Dandy Lab Edit Launches on Bird Street

Bird Street

The Dandy Lab launches its newest pop-up retail experience on Bird Street, nestled in the heart of the West End, on Thursday 29 June. Bird Street is a global first, and a place where retail, fashion and lifestyle meet technology and innovation – the ultimate oasis for shoppers seeking out cutting-edge brands.

The Dandy Lab Edit showcases the team’s favourite fashion and lifestyle products in carefully curated displays, transforming the retail space into a ‘physical magazine’. Innovation and technology are central to The Dandy Lab’s concept, when you walk into the Pod, you walk into a place of inspiration and play: the shopping experience is enhanced by interactive retail technologies, such as a mobile payment app by MishiPay and a Selfie Mirror by ClickSys, which will put your picture on the Edit’s magazine front cover.


“Bird Street pushes the boundaries of the retail journey and The Dandy Lab exemplify this. They showcase the future of shopping by using pioneering technology and work with us to continue to offer visitors to the West End a world class experience’. – Jace Tyrrell, CEO, New West End Company”

Customers are able to shop and meet the creators of the exclusive in-store products, and further engage with the brands through in-store social sharing tools. Featured products include vintage inspired jewellery by Katie Mullally, luxurious yak wool accessories by Khunu, and elegant Connect Serving Boards crafted from marble and wood by the Baker Street Boys. The stories behind the brands, just like stories in a magazine, become part of the experience, enabling the consumers to make more educated shopping decisions.

The products and technologies showcased at the Pod will change every few weeks to bring in new content and draw in new crowds. The Pod is designed by independent creative agency Pollitt & Partners, which the collaboration is an exciting opportunity to explore the future of retail, rooted in innovative brand experiences. The location of the Pod could not be savvier: Bird Street – London’s first ‘smart street’ that promotes sustainable retail concepts — is the perfect home for the latest The Dandy Lab adventure.


“We’re excited to be opening our next concept on Bird Street. The Smart Street agenda fits perfectly with our retail and technology innovation values, and the synergies between the two made this the perfect opportunity for us to pop up again.’ – Peter Jeun Ho Tsang, Co-Founder, The Dandy Lab”

Brands: Baker Street Boys, Central Saint Martins, Charlie Howe Design, House Thirteen, Katie Mullally, Khunu, Monc, Monu, Podo, Sloane Stationery, Thomas Clipper, Sasha Tugolukova, Shashi, Smith & Sinclair, Tom Smarte, Wild Planet

Location: Bird Street, London, W1U 1BU

Opening Times: Mon – Sun 11am – 7pm

Selfie

payment