It's common knowledge that consumers' online data is incredibly valuable for companies both on and offline, but The Data Dollar Store is a pop-up in London that makes the concept literal. At the pop-up shop in London's Shoreditch district, consumers can purchase exclusive t-shirts, mugs, and screen prints created by artists Ben Eine, but rather than making those purchases with money, consumers must instead sell their personal data.
In order to walk away from The Data Dollar Store with one of Eine's mug designs, those at the pop-up will have to give away three photos, WhatsApp screenshots, or SMS and email conversations. That might not sound too daunting, but the stakes only increase with the value of the goods: the t-shirt requires users to give away the three most recent pictures or messages from one's phone (so consumers don't get to pick), and the original print comes at the cost of an employee taking five photos or three screenshots of their choosing.
The pop-up is sponsored by Kaspersky Lab, a cybersecurity firm.