Amazon announced on Thursday that it will be opening Amazon Style, its first-ever in-person store inside a mall, which will be dedicated to fashion and clothing.

The store opening at Americana at Brand, a mall in Glendale, California, is expected to take on a new concept of clothing shopping by allowing customers to personalize their experience virtually. Amazon is calling it an “elevated” shopping experience.

“Amazon Style completely reimagines what’s possible in the fitting room, turning it into a personalized space where customers can continue to shop a seemingly endless closet of great styles. When a shopper enters their fitting