Smartech unveiled its flagship ‘Store of the Future’ inside Selfridges on Oxford Street last night, showcasing “ground-breaking makers, creators and start-ups” from the tech sector.

The 200 sq m store-in-a-store concept presents 80 curated products featuring some of the most cutting-edge technology and the very latest in femtech, smart art, robotics and ‘deep tech’.

Many of the products are worldwide and UK exclusives including Drink Ripples – which lets you personalise cocktails, cappuccinos and pints of beer with a picture of your face or emojis; Royole FlexPai – a bendable smartphone tablet hybrid; and Spectacles V3 – glasses produced by Snap Inc that can take up to 1,000 pictures and be downloaded instantly on to Snapchat.

Smartech chief executive Nathalie Bernce said: “We’re trying to be the destination for innovation and having the latest from the industry so handpicking [the products] is crucial for us. We spend quite a lot of time researching before we engage with the brands.”

Designed by British designer Robert Storey, previously of Prada, Hermes and Off-White, Smartech is now the largest concession on the lower ground floor, bigger than Apple and Samsung.  

Founder Jacov Nachtailer said: “What [Smartech] is trying to do is bring innovation and the best brands to store and do it in a luxurious, fashionable, elegant and design-led way. Not just to hang the product on the shelf.

“We take it out of the packaging so the customer can interact, play and try the product, and get assistance from our partners in-store so it’s more like bringing a discovery element into the store.

“Everybody is talking about innovation, but you don’t have a physical space to try, discover and buy. People come to Selfridges to discover, which is why they’re the perfect partner for Smartech, to amaze and amuse their customers with the world’s latest innovations.

“It’s a big statement to say retail is dying; it’s not dying, its just boring and this is what we love about Selfridges. They offer an experience and we’re trying to bring the values of Selfridges to Smartech.”

Bernce added: “Traditionally the perception of tech is quite boring and we want to change that game. Every month, we try to bring five to seven new brands so when you come as a customer there’s something new every time. 

“As the digital revolution continues to transform everything from politics to pop music, we want to give people who create things a platform to tell their story and shine light on new ideas. Pushing the boundaries of where tech, art and creation collide has been a driving force behind our success.”

Smartech has grown globally over the last three years – over 143% above target year on year. As well as its flagship in Selfridges, Smartech can be found in other department stores around the world including Berlin, Paris and Zurich with plans to open another 10 stores in the next 12 months.