Pizzerias and cutting-edge technology. Not two things you usually associate – but then PizzaExpress have always sought to be a pizza chain that does things slightly differently – and, over at their new Richmond ‘Living Lab’, they certainly are doing things a little differently. Inspired by the spirit of the first ever PizzaExpress, that opened in 1965 in Soho, the chain have brought in a selection of “creative minds” – that include a DJ, theatre director, professor of acoustics and a design consultancy – to rethink the concept of the customer’s experience. Technology is heavily involved, particularly so in their new “conversation booths”, that offer an iPod and a soundproof dome – under which the customer can control their own music and lighting – food is rethought too, with a breakfast pizza, pitta pizzas and skinny grape bread sitting alongside old favourites, whilst late night music and film evenings hope to broaden the boundaries of what is a restaurant and what is a place to spend time. It’s fascinating to see such an influential chain experimenting in this fashion, and, whilst food has to remain the number one priority – let’s hope that others will follow suit in challenging our perceptions…