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Smiley’s musical heritage leads the store concept with entertaining, quirky and vibrant detailing and takes on the form of retail-tainment with an interactive space that has been created to not only sell some of Smiley’s best products but can be turned into a nightclub like space in a matter of minutes Stepping through the entrance instantly feels like the start to a great night out with musically inspired bespoke fittings with speakers and amps cleverly turned into display units and cabinets, musician’s flight cases transformed into shelving and cabinets and hanging units creatively constructed from concert stage rigging. But it doesn’t stop there … the ceiling has been created from sound activated equalisers using LED graphics which constantly change depending on the beat of the song that is being played. The store is also armed with a sound activated laser at the front of the store, smoke machine and to top it off the store is fully equipped with a state of the art sound-system and professional DJ decks constructed into the cash and wrap area. The store staff also double up as DJ’s playing at regular intervals throughout the day creating a unique shopping experience for all Smiley fans old and new. Nicolas Loufrani (Spiritual Guide and Beloved Leader of The Smiley Company) says: “That's one small store for London, one giant leap for Smiley. After decades of licensing throughout the world, the Smiley fashion business model will evolve into a franchising model via store openings in major cities. Turning 40 Smiley is starting its new life. This huge step for Smiley is a nod to the 40th anniversary celebrations that will take place next year, look out for the Smiley activations throughout 2012!” Come down with a Smile, embrace the hope, aspiration and positive energy that Smiley generates and be involved in the Smiley experience! Boxpark Shoreditch
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