Seymourpowell has revealed details of a new, interactive ‘mirror’ they have created for Superdry’s latest flagship store that pushes the boundaries of customer experience. The 'smart mirror’ uses innovative technology to allow customers to browse through Superdry’s latest collection of winter apparel and interact with garments by trying them on ‘digitally' before purchasing.

Seymourpowell collaborated closely with British lifestyle brand Superdry’s global merchandising and store design teams on the concept, which forms a focal point of their newly opened flagship store in Berlin – the brand’s largest store in the world, and located in the Neues Kranzler Eck, in the heart of west Berlin.


Pat Fahy, Creative Director, Customer Experience at Seymourpowell commented: "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.”

As customers browse, additional information such as colour variants and design details for each garment is displayed, a new way of introducing the products to customers. Signage and messaging encourages customers to share their experiences of the Smart Mirror on social media platforms and data on which products customers ‘favourite’ and chose to try on is collected to help Superdry develop and tailor future collections. When not in use, the Smart Mirror becomes a dynamic part of the store design and merchandising scheme that showcases the new collection.

The completed installation is a self-contained, maintenance free unit. The massive 82in multi-touch screen will allow future developments of the concept to capture user’s data and the software can be updated remotely by Seymourpowell’s digital team.