Mimco is about to open a store that stretches the limits of retail.
The accessories retailer will open its first flagship boutique on Sydney's Pitt Street Mall this month.
The store will feature a range of multi-sensory experiences for customers, including an interactive touch table and immersive technologies.
In an Australian fashion retail first, Mimco has partnered with Telstra and Mandoe Media to create the Mimco Touch Table.
The MultiTacion 55" multi-touch screen is a high-resolution display screen incorporating Infrared LEDS.
Embedded digital cameras detect shapes and 2D barcodes placed directly on the surface of the table.
This allows the table to identify products and retrieve content, specifications, pricing, accessories and product details.
The flagship also features a dynamic digital facade which responds to programmed animation.
It features a 360 degree projection halo ring with seamless content projection.
There are also beauty bar screens showcasing key silhouettes and style advice, as well as a calendar of in-store events featuring creative talent.
The store will also host bespoke personalisation services at select trading times.
Mimco managing and creative director Cathryn Wills said the store is reflective of its brand principles.
"Luxury is about quality, innovation, storytelling, heritage, soul & creativity and in this day and age, digital allows us to convey all of these beautiful traits that are at the heart of our brand.
"We treasure the beauty in an object, relishing the notion of innovation, creativity and soulful storytelling, sharing memorable moments with each other and our customers and ensuring the MIMCO experience is one of pleasure…always."
To celebrate the launch of its first flagship, Mimco will host an event on 23 July, 2015.
Guests have been sent a digital “key” to access the store, inclusive of a bespoke Mimco leather keyring.
Mimco was founded in 1996 and will celebrate its 20th birthday in 2016.