SUPERDRY has installed a “smart mirror” at its flagship store in Berlin, allowing shoppers to try on clothes without needing to go to the changing room and take anything off.
The mirror, created by design agency Seymourpowell, tracks and captures the movements of the user’s body and replicates it through their “reflection” – a computer animated character which can wear various different items of Superdry clothing.
The mirror works by having the customer stand in front of it and make swiping gestures to get the computer character to try on different pieces of apparel.
Any movement the customer makes is mirrored by the character on screen.
According to Campaign, when the mirror is not in use it becomes part of the store’s design and showcases the Superdry collection.
Pat Fahy of Seymourpowell, told Campaign: “We’ve designed the smart mirror to stop shoppers in their tracks with an engaging, fun and highly interactive experience that brings them closer to the Superdry brand and products.
“A large full-length screen that acts like a mirror prompts customers to browse the collections using swiping gestures and select their favourites with an ‘air punch’. Integrated body tracking technology allows them to try on the garments digitally as they browse.
“Any movement the customer makes is mirrored by the garment shown on screen, giving people a new, instant feel for how the product fits and moves.”