Independent retailer Psyche will unveil its upmarket flagship store in Middlesbrough next month.
Originally billed as the Harvey Nichols of the north, Psyche managing director Steve Cochrane promises that the store will push at the bounds of current expectations when it opens for business on March 28.
Cochrane said: 'We wanted to create something funkier and edgier than existing stores. It is the antithesis of a normal store, somewhere between Urban Outfitters and Selfridges.'
With black floors, walls and ceiling, the only light will come from spotlights trained on merchandise.
The 3,250 sq m store will offer 150 top clothing and sportswear brands, alongside a florist, champagne and oyster bar and in-store wellbeing centre.