London-based homeware design brand Made.com has set up a technology innovation lab.

The Shoreditch base will work with emerging technologies and innovative startups with the aim to create an engaging shopping experience using the latest technology.

The Labs team will work closely with the rest of the business to get these innovations in to its core platform as quickly as possible, the company said.

The launch of Made Labs follows the success of collaborations with a number of other technology businesses to date, such as Hullabalook, who created Made’s Sofasizer, an online tool that helps customers find the perfect size of sofa for their space.

In early February, Made announced the expansion of its flagship showroom in Soho, London, which has tripled in size with new technology.

Large touch screens include some new Labs features such as Find My Style, which aims to help customers find products that match their taste.

This month has also seen the launch of Made’s new online interior design service, a collaboration with French startup hubstairs.

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This service helps customers visualise their own home with Made furniture, using AI to recommend the right products and 3D technology to create a photo-quality view of the furnished room.

Made has also launched View it Live, a partnership with Go Instore to connect customers from all over the world to Made experts on the showroom floor via live-one way video combined with two-way audio.

“Made’s entrepreneurial spirit is fundamental to our business strategy; as a digitally-native brand, being at the forefront of technological developments is a key priority”, said Jonathan Howell, chief technology officer at Made.

“We want to provide technology that is always one step ahead of our customers’ expectations.

“We are lucky enough to be based in the centre of one of the world’s best tech start-up communities.

“There are amazing things happening within those companies, and we want to stay true to our entrepreneurial roots and collaborate with these businesses to get their ideas in front of our customers.”