The Smiley Company has opened up its first worldwide retail store, in Shoreditch's Boxpark destination.
The concept store will stock a wide range of the firm's licensed merchandise, but will also be a 'nightclub-like' space. Musically inspired bespoke fittings with speakers and amps can be turned into display units and cabinets; musicians flight cases can be transformed into shelving and cabinets; and hanging units have been constructed from concert stage rigging.
The ceiling has also been created from sound activated equalisers using LED graphics which constantly change depending on the best of the music being played.
The store is also armed with a sound activated laser at the entrance, smoke machine and a state of the art sound system and professional DJ decks.
"That's one small store for London, one giant leap for Smiley," said Nicolas Loufrani, boss of The Smiley Company.