Online shopping giant eBay has teamed up with MyndPlay and specialist retailer Saatchi Art to create an experimental shopping experience, which brings together art and technology to uncover shoppers' subconscious desires.
For just 48 hours, the retailers invited a select number of guests to attend a personalised shopping event, called The Art of Shopping.
Before entering a gallery filled with artworks, all guests were hooked up to electroencephalogram (EEG) technology and a custom brainwave and visitor tracking app developed by MyndPlay.
This "mind-tracking technology" was able to locate moments when the wearer was inspired by what they saw in front of them. It used this to create personalised shopping carts.
Robb Hattrell, vice president of eBay UK, described the technology as "the future of shopping".
"Shopping has always been intensely personal," he said. "It's an expression of what makes you, you."
Some of the generated press from the event: