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Myer to launch store-first experiential ‘labs’

Department store giant Myer has partnered with an experiential digital marketing agency  to roll out a series of tech-powered activations. 

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Myer will partner with LiTMUS Labs, Australia’s first lifestyle innovation lab, to create a number of innovative activations across its department stores.

The collaboration will enable Myer customers to discover, try and experience exciting new brands at in-store ‘labs’ before buying them.

LiTMUS Labs will be setting up store-in-store activations at Myer Melbourne, Sydney City, Brisbane City, and Chatswood with various products including Meural, Lumos, Inboard, Master & Dynamic, Mate.bike and NEO Labs.

Each LiTMUS Lab will stock wearable technology, smart home, wellness and beauty, home life, games and toys, audio and sound.

Staff at the labs will help customers to test and experience every new device or shop and explore using digital tablets.

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Myer’s General Manager Home and Entertainment, Dean Austin said the partnership will bring customers exclusive innovations.

“This exciting department store first partnership will ensure Myer is the lifestyle destination for our customers. We will offer our customers an endless aisle of innovation with products, many of which you can’t purchase anywhere else in Australia.

Managing Director of LiTMUS Labs, Dene Heath said the labs will give Myer customers the chance to be the first to see innovative Australian products.

“We can’t wait to set up our unique customer experience with the latest innovations from all over the world for Myer customers to discover, try and buy. Put simply, if you want it first, you will come to a LiTMUS Lab in a Myer store.”

The first LiTMUS Lab will open at Myer Sydney in late August, with other Labs opening following this.

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