Is this the future of shopping? Magic mirror launches in Chapelfield

Sheridan Smith, marketing manager for Chapelfield Shopping Mall tries out the Magic Mirror, watched by Adam Vahed from Apache, the company who developed the virtual changing room. Picture: Denise Bradley Sheridan Smith, marketing manager for Chapelfield Shopping Mall tries out the Magic Mirror, watched by Adam Vahed from Apache, the company who developed the virtual changing room. Picture: Denise Bradley

Thursday, September 27, 2012
5:20 PM

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.

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"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."

Adam Vahed, managing director of Apache.

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.

8 comments

  • i aint so little and i remember your photo in the paper last year.

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    bookworm

    Thursday, September 27, 2012

  • Indeed I do live in a flat which is close to the city. It makes for a pleasant stroll into the city in order to purchase things. I do not believe that I am smug and feel insulted by that comment. Back to the article however, I think that it is truly remarkable what technology can do for us these days. I think I would be aprehensive to use it incase the results were not what I had anticipated. Each to their own I suppose. I'm sure that it will liven up the usual shopping trips your the younger generation. Regards, Whiley.

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    Whiley Boy

    Friday, September 28, 2012

  • i suppose you live in a little city flat.smug much?

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    bookworm

    Thursday, September 27, 2012

  • Oh my little bookworm, but what if one can walk to the city? Regards, Whiley.

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    Whiley Boy

    Thursday, September 27, 2012

  • Silly man, silly idea. I would prefer a completely honest changing room mirror instead of the flatter to deceive mirrors that many shops seem to use. Buying clothes after viewing oneself in deliberately flattering mirrors is like buying clothes whilst wearing beer goggles- things don't look so good a few hours later.

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    Daisy Roots

    Thursday, September 27, 2012

  • i dont do shopping unless its for food drink socks and pants.stick to same shops.don't put yourself thru this humiliating situation.avoid crowded and unwelcoming city.

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    bookworm

    Friday, September 28, 2012

  • I don't think this will really be the future of shopping, it's purely a gimmick. Sites like http:www.bodiluv.com are far more on track to creating what will become the future of shopping. They already allow the shopper to create a sizing profile and connect with their friends. They also have well over 1 million items of clothing from over 200 UK retailers.

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    Chris Ball

    Friday, September 28, 2012

  • Boycott the city.shop where parking is free.

    Report this comment

    bookworm

    Thursday, September 27, 2012

The views expressed in the above comments do not necessarily reflect the views of this site

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