A partnership between Afterpay, Vicinity Centres and the Australian Fashion Council has seen Australian label My General Store open a new bricks-and-mortar pop-up.
My General Store opened the experiential space in mid-March in Sydney's Chatswood Chase shopping centre and will operate the store until mid-April.
Forming part of Afterpay, Vicinity Centres and the AFC's 'Edit Collection' program, the pop-up space showcases a range of omnichannel technologies to merge the online and offline shopping experience.
The space – which the trio herald as the "concept store of the future" – features shoppable change room mirrors, gesture- controlled screens that create brand immersion and a digital assistant to shoot and share selfies.
My General Store founder Michelle Glew-Ross said she was excited to see people interact with the brand's garments.
"I was really looking forward to people being able to touch and feel the clothes and have that personal interaction with my team, so they can have a closer relationship to what we design and make and why.
"In the studio we have been talking a lot about how exciting it will be to see how people feel when they try on our clothes," she said.
My General Store ethically designs and manufacturers in Australia, creating curated, considered collections with a focus on natural fibres.
The brand considers every step of the production process, reducing waste as much as possible.
