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H&M Voice Interactive Mirror, Times Square NYC

Voice recognition meets fashion: A brand-strengthening innovation that connects in-store experience with online shopping.


We’re always looking for new ways to enhance the customer experience through digital innovation. When the interest for voice demand started to increase in October last year, we saw an opportunity to create something extraordinary. Now, we are proud to present the H&M Voice Interactive Mirror – a first in its kind, voice-driven solution that blurs the distinctions between the physical store and online shopping.

What we did

A new tech solution, H&M Voice Interactive Mirror, is now running live in the worlds’ largest H&M Flagship store at Times Square, NYC. Together with Microsoft, H&M and Ombori, we have developed a customer experience totally based on voice and face recognition – this technique gives the mirror power to answer to the customers’ demand. It is a one of a kind solution, exclusively found in this particular store.

The ”smart mirror” interacts with the customer by voice and Face recognition, and gives him or her an opportunity to take a Cover-selfie, which then is displayed as a unique, digital ”My” H&M cover.

One can also experience Fashion Inspiration: Here, the mirror gives outfit suggestions which the customer can choose to buy right away. All the mirror shopping comes with a special mirror discount, when the customer also signs up for H&M’s newsletter – this is easily done by scanning a QR code that leads to H&M Online.

Since the mirror is driven by Voice & Face recognition, this technique along with the QR codes are central parts of the mirrors’ ecosystem. It creates an up to date customer experience and blurs the distionctions between the physical store and online shopping.


The mirror shows terrific numbers: Each day, several covers are made and customers gets inspired by the different outfits. And the conversion rate is remarkable: 86% of all the selfie takers also scanned the QR code, and 10 % of all the scanned QR codes has turned into a newsletter subscriber.

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