CYBERDOG By Elly Henkes
Cyberdog is more than just a store, it's a whole experience with a fascinating story behind it. The shop is buried in the heart of Camden. Right by the sprawling market that Camden is famous for, it's impossible to miss with its entrance flanked by two giant silver robot statues, well over twice the height of the average human. Cyberdog's branding is powerful and immaculate, and the interior of the store, covering three floors with its darkened atmosphere, flashing lights and pulsing electronic beats, does their image absolute justice. Neon strobe lighting is everywhere, strips run across the ceiling, along the walls and down the escalators. The walls feature circuit board style patterns, exposed silver piping, and most exciting, rows of humanoid robot sculptures incubated in colourfully backlit pods. There's quite a warehouse like feel to the building, due to the 48
interesting mix of eclectic, futuristic elements and rough, underground architecture. A scattering of mannequins around the shopfloor have various cyborg features including wiring within their bodies and elongated horns. Throbbing trance music blasting out at 150bpm drowns out any possibility of keeping up a conversation and means staff wear ear plugs to get through the day. The staff are another sensational part of the place, kitted out in neon, rubber and PVC clothing they complete the aesthetic. Their commitment to the style of Cyberdog completes the experience. Many of them have multiple piercings, coloured hair, and can be seen bouncing around in platform shoes, ready to help the next customer. Cyberdog is clear about how it recruits staff, making sure they look for people with the most authentic, unique people, with
a strong sense of passion for self-expression. Clubbers, ravers and cybergoths, they are dedicated to style. The store is a maze of vibrant clubbing gear, with clothes and accessories laid out in UV lighting for full effect. You can find flashing t shirts, graphic prints on everything, skintight neon bodysuits, unisex combat trousers, reflective backpacks, visors, hair dye, makeup and more. The basement is 18+ only, with a member of staff at the top of the stairs to deter children from what they keep below. Contained in the adult section is vast array of bondage gear, sex toys and fetish wear, everything you need to get as freaky as possible. Meanwhile pole dancers in underwear and fishnets gyrate in the red lighting. Known as Futurelovers on social media, the over 18s brand was launched in 2018 and makes use of the slogan ‘live long and perverted'.
