To say the world is becoming a digital minefield is an understatement. However, when brands incorporate technology into a retail space, it can actually be more fun than daunting. I had the greatest of pleasure profiling the Rebecca Minkoff SoHo boutique, which is not only a tranquil shopping environment, but a store where you are encouraged to touch everything.
The moment you walk in you are greeted with a light and airy atmosphere. There is a large mirror placed on your right, which with a simple touch, can interactively, take you through the SS15 Look Book and the Catwalk show. It is impressive that this large screen is placed near the entrance, as it instantaneously gives each customer the sense of luxury, as well as a peek into the future of shopping.
The most impressive and digitally advanced part of this SoHo boutique, is the fitting room. Each item of clothing has an electronic tag, with all it's product information stored within. This nifty little micro chip is then picked up by a satellite in the ceiling, as you enter the changing room. Within seconds, the apparel you are trying on appears in the mirror in front of you, giving you the option to:
- Change the lighting and ambience.
- Touch the item to reveal info, size availability and outfit suggestions. For example, a shoe, trouser and bag option to match your jacket.
- Request another size or item from a stylist, who is alerted on his/hers personal iPad.
- Remember your visit.
- End session and start a new one.
- Coated in a unique paint, the changing room will never read an item on the outside.
Described by one of the stylists assisting me; "it's like Uber for changing rooms!" I couldn't agree more. Stores like it make for a relaxing and zen, retail therapy session. Between the neon extravaganza for Rebecca Minkoff's SS15 collection, a range of stunning ready-to-wear pieces, and her futuristic fitting rooms, this is by far the best, interactive shopping haven, to date.