Abercrombie & Fitch has launched a new location in close proximity to the Ohio State campus in Columbus. The store demonstrates a unique tech focus for the lifestyle brand, which welcomes shoppers to place orders online for in-store or nearby retrieval on the same day. The Columbus Dispatch reports that the “lab store” is anchored with a 30-in. interactive touchscreen connected to the company’s website, while a video screen adorns the back wall depicts rotating sequences of merchandise and local attractions, including the campus.

The new lab store concept also has been introduced to accommodate shoppers near the University of Southern California in Los Angeles.