Beauty Booth for In-store Retail Experience | Flannels
We integrated our Smart Mirror technology into a custom photo booth – the Beauty Booth – a standout feature of Flannels’ retail design at their newly refurbished Meadowhall store.
Experiential retail played a central role in Frasers Group’s ambitious plans to reimagine Flannels stores across the north of England.
Following their takeover of the much-loved luxury retailer, Frasers Group set about creating true destination stores, with their location at Meadowhall, Sheffield, leading the transformation.
In-store Retail Experiences for Fashion and Cosmetics Brands | Beauty Booths
What is Experiential Retail?
Experiential retail involves designing in-store shopping experiences that go beyond traditional retail by creating memorable, interactive moments that immerse customers in a brand’s world.
Experiential retail is designed to drive deeper engagement, encourage longer store visits, and build stronger emotional connections with customers.
Objectives of Flannels’ In-store Retail Experience
The main aim of the installation was to make shopping for cosmetics more engaging, fun, and shareable, while also helping Flannels attract Gen Z audiences into their stores.
Flannels wanted to offer something beyond product displays, so they turned to Noonah to deliver an interactive retail experience that would connect customers directly with their beauty products.
Noonah’s Smart Mirror technology was the perfect solution, delivering a unique and exciting retail experience that drew shoppers into the cosmetics department, encouraged social sharing, and strengthened the brand’s appeal with a younger audience.
How the Beauty Booth Enhanced Flannels’ Retail Experience
Built entirely at Noonah HQ, the Flannels Beauty Booths featured our latest Smart Mirror technology, customised specifically for the Flannels brand.
Visitors to the cosmetics department were invited to try out different make-up looks using the interactive mirror.
The mirrors displayed user options and prompts on the surface itself, intuitively guiding shoppers through the entire process — from selecting filters and taking photos to downloading and printing their images.
To create a polished, editorial-style image, we even incorporated a fan system that activated at the point of capture, giving users a glamorous, ‘red carpet’ finish to their makeover shots.
A foot-pedal-operated camera ensured a hygienic, hands-free experience, adding an extra layer of customer comfort to the in-store retail activation.
Custom UX Design, User-Generated Content and Social Sharing
Every aspect of the user journey was carefully designed to align with Flannels’ installation objectives.
The on-mirror prompts created a seamless, self-guided experience that encouraged shoppers to interact at their own pace.
Once their looks were captured, users could instantly download their images to their phones, ready for sharing across Instagram, TikTok and other social platforms.
Each Beauty Booth session also produced a branded, Polaroid-style printout – a tangible takeaway to further strengthen brand recall.
This user-generated content not only helped customers celebrate their makeovers but also extended Flannels’ reach by creating authentic, influencer-style advocacy at scale – an essential outcome of any successful experiential marketing campaign for retail.
Publicity Gained From the Success of Flannels’ Retail Experience
The Beauty Booths quickly became a major attraction within the Meadowhall store and sparked significant publicity.
Coverage in high-profile publications such as Vogue and The Business of Fashion highlighted Flannels’ innovative approach to experiential retail.
Influencers, including beauty star Jamie Genevieve, eagerly used the booths to create content for their millions of followers, amplifying Flannels’ brand visibility across social media platforms.
The Flannels Beauty Booths are a perfect example of how Noonah’s Smart Mirror technology can transform traditional retail spaces into vibrant, experiential destinations.
If you’re interested in creating a bespoke Smart Mirror experience for your brand, get in touch with the Noonah team today.
