Is this the future of shopping? Magic mirror launches in Chapelfield
17:20 27 September 2012
The days of women spending hours in the changing rooms trying on rails of clothes in search for the perfect outfit could soon be a thing of the past when the country’s first ‘magic mirror’ launches in Norwich.
"The idea has been around for a while but we are the first people to make a machine like this. It’s work in progress and we are continually developing it."
The mirror, which reflects the future of fashion by enabling women to virtually try on 30 dresses in as many seconds, will be unveiled in Chapelfield today.
With the wave of a hand, women can ‘try on’ flowing maxi dresses, short peplums and evening gowns without removing a single layer of clothing.
The screen, which has built-in movement sensors, works as a virtual changing room where users simply stand on the red carpet and use the touch-screen machine to superimpose an outfit on their body.
The mirror saves time and can help to eliminate a fashion faux pas as shoppers get a taste of the colour, style and length when they try clothes on in the virtual world.
Adam Vahed, managing director of Apache, who designed the prototype, said: “There’s just one machine at the moment but we are hoping to develop the software.
“The idea has been around for a while but we are the first people to make a machine like this.
“It’s work in progress and we are continually developing it.”
Shoppers can try on dresses from brands inside Chapelfield including Karen Millen, Oasis, French Connection and Ted Baker.
Sheridan Smith, marketing manager at Chapelfield, described the mirror as cutting-edge technology and said that it is being constantly updated.
“We’re very excited to introduce this new way of shopping to our customers,” she said.
“We really are giving shoppers the best of both worlds. The magic mirror is a fun way for them to quickly check what colours and styles suit them and what’s available in Chapelfield’s stores.
“Then for more in-depth colour, shape and style analysis and advice they can book a free appointment with the expert stylists at our perfect party dress style station.
“The mirror encourages people to try new styles and colours.”
Both the Magic Mirror in September and Perfect Party Dress Style Station event in October are free for shoppers.
Magic Mirror sessions operate on a drop-in basis and 20-minute Perfect Party Dress appointments can be pre-booked online. The magic mirror will be in Chapelfield until Sunday, September 30.