Technology allows celebrity fans a new way to engage with the stars.

A new pop up charity store in London is stocked entirely with celebrity donations. And new digital technology adds an extra element of excitement into the mix for starstruck bargain hunters

35 of the items are tagged with RFID tags. Upon scanning the RFID tag with our Reader, a video tale pops up on screens in the shop, told by the person who donated the item.

The behaviour of those struck with fandom is often irrational and is noted as being especially powerful when there is an element of ‘celebrity contagion’ so there’s no doubt that this store will do good business. However by allowing customers to interact with the backstory of a celebrity object while in store this curiosity shop adds a whole new dimension to the customer experience

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