Muse Spotting: UK Store Features Brain-Sensing Headband Ahead of Launch


Now what do we have here? Looks like Toronto’s Muse, the brain-sensing headband, has made its way over the pond and is sitting pretty in the window of an EE store on Oxford Street in the UK.

This up-and-coming wearable will be available for Londoners to try out as part of a six-week showcase the mobile operator has set up in two of its flagship stores featuring cutting edge technology.

EE (which stands for Everything Everywhere) is the UK’s largest mobile network operator in the UK with over 28 million customers. They will be showcasing brand new and soon to be released tech products like Muse, Subpac and Philip Hue Lights in two of its Innovation Hub stores, one in London and the other in Birmingham.

InteraXon, the company behind Muse, has set up retail demos of the brain-sensing headband, using its IX Wonderland demo. Set in a beautifully animated lakeside landscape, IX Wonderland is a relaxing demo that encourages the user to experiment and discover. The interactive application responds to a user’s brainwaves, giving feedback and allowing them to gain control over their state of mind.

“We are very excited to bring the Muse to the UK and hope that many new users will be able to discover it there,” InteraXon told us.  “We love to share our new technology with others and leapt at the opportunity to be showcased amongst other emerging products in a leading chain like EE. The EE innovation hubs are about play, exploration and discovery, as is the Muse”.

EE is known for its forward thinking approach to technology. Back in 2012 they commissioned high-tech and interactive clothing designer CuteCircuit, to design an haute couture Twitter Dress to celebrate the launch of the company’s 4G network in the UK. The dress featured 2,000 LED battery-operated lights which displayed real-time tweets from the EE Twitter account.

The in-store Muse showcase doesn’t mean that this wearable device will be sold in retail anytime soon. The company told us that Muse is currently only available via pre-order online and that sometime after they launch in North America this spring (May), they hope to enter the European market.

Tom Emrich

Tom Emrich

As a writer, consultant and community builder, Tom Emrich uses his passion for new technologies to act as a catalyst to bring on the future. He founded We Are Wearables, an organization that rallies the tech community together to discover, discuss and demo wearable tech in order to foster adoption and facilitate innovation in the wearable space. We Are Wearables is the largest wearable tech community of its kind in the world with chapters in Toronto, Ottawa and Chicago. Tom writes regularly about wearables and other emerging technologies for MobileSyrup, BetaKit, Design News and Designers of Things. He also works with startups, and large organizations as an advisor and consultant offering assistance on product development, marketing and organizational strategy.

  • ryan

    HI, If you are interested in this product I have them available for purchase in the UK ready for immediate dispatch!