Superdry has installed an interactive smart mirror at its flagship store in Berlin. The 82-inch mirror allows customers to digitally try out clothing from Superdry's new winter collection.

Seymourpowell designed the mirror after collaborating with Superdry's global merchandising and store design teams.

Customers use hand gestures to browse through the collection on the mirror, and they can select their favourite pieces 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 now, instant feel for how the product fits and moves," said Pat Fahy, creative director, customer experience at Seymourpowell. "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."

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Superdry Berlin - Interactive Smart Mirror from Seymourpowell on Vimeo.

The mirror also provides information such as colour options and design details for collection, while messaging encourages customers to share their smart mirror experience and favourite products on social media platforms. The data of those favourite products is then collected by Superdry to help develop future collections.

Craig Bunyan, senior designer at Seymourpowell, added: "Using a combination of Photogrammetry and 3D-scanning techniques, we were able to generate high quality digital models, complete with photorealistic textures. These models were then bound to digital ‘skeletons’ which allow them to be driven by depth sensors embedded in mirror installation. The workflow is very similar to modern Hollywood CGI character animation techniques."

The mirror is an 82-inch self-contained unit, and can be updated remotely by Seymourpowell’s digital team.