The Smiley Company opened its first-ever retail store at Boxpark in London's Shoreditch area.
The interactive space features shelving, cabinets and hanging units creatively constructed from concert stage rigging, and the ceiling features sound activated equalizers using LED graphics that change with the beat of each song.
The store also features a sound activated laser, smoke machine and a state of the art sound-system with professional DJ decks that the staff play throughout the day.
"That's one small store for London, one giant leap for Smiley," says Nicolas Loufrani of The Smiley Company. "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."