Furniture etailer will open the doors to its new interactive showroom in London this weekend. Retail Week takes a look.

The 8,500 sq ft site in Soho took five months to transform from a bookshop into the showroom, which bosses say will offer “a unique user experience” when it opens on Saturday.

Shoppers will be able to browse the online retailers’ full online selection ‘virtually’ through full-scale projections in a number of room set-ups.

Visitors can place orders in-store using iMac stations and can also use handheld CloudTags tablets to browse product information.