H&M installs Azure-powered ‘magic mirror’ at flagship store

H&M installs Azure-powered ‘magic mirror’ at flagship store

Interactive solution developed in collaboration with Microsoft, Ombori and Visual Art

Richard Humphreys |

Fashionwear retailer H&M has installed a 'magic mirror' at its flagship store in Times Square, New York. The solution is built on Microsoft's Azure cloud and uses technology from user experience design company Ombori and digital signage firm Visual Art.

Automatically turning on when a customer approaches, the mirror leverages various cognitive intelligence tools, including face and speech recognition. Shoppers can ask it product-related questions, take a selfie or put their image on a personalised magazine cover. They can also use it to scan QR codes for discounts, offers and automated shopping lists.

“With the interactive mirror, we want to showcase new opportunities for voice assistants, and inspire how to interact with their customers in a creative, modern and fun way,” said Microsoft business developer Linda Pimmeshofer.

“At  H&M we are continuously innovating to improve customer experiences, and in this case we worked with Microsoft to develop a great mirror with voice recognition," added Daniel Kulle, head of H&M North America. "We are delighted with our collaboration with Microsoft, where we learn how fashion and technology create new ways of interacting with customers."


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