Flannels Beauty Booths

Following Fraser Group’s takeover of the much-loved luxury retailer Flannels innovative plans to redesign their stores were quickly set into motion.

Experiential retail was a key component in the scheme to transform Flannels locations across the north of England into true destination stores, and their new flagship opening in Sheffield’s Meadowhall was top of the list for a makeover.

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Experiential retail was a key component in the scheme to transform Flannels locations across the north of England

User options and prompts are displayed on the mirror’s surface throughout the experience

The store’s significant cosmetics department was where Frasers Group turned to Noonah for help. The plan was to use our Smart Mirror tech to inject some fun into shopping for make-up, creating an experience to engage shoppers with the products they try and create sharable moments for Flannels’ army of Gen Z customers.

Built here in the Noonah Workshops, the Flannels Beauty Booths use our latest Smart Mirror technology. Programmed by our tech team to create a user experience unique to Flannels, the booths give visitors to their cosmetics department the opportunity to try out different make-up using the interactive mirrors, capturing their new look using the system’s pedal-operated camera. User options and prompts are displayed on the mirror’s surface throughout the experience, guiding shoppers through each step of the process, from photo capture to downloading the outputs ready to share on social and getting a ‘Polaroid’ printout of their makeover. For an extra touch of glamour, we even added a fan system, activated by the mirror at the point of capture, adding a real red carpet feel to the shots.

The booths have generated massive publicity for Flannels with mentions in both the fashion and regional press, including Vogue and The Business of Fashion. At the same time, influencers such as Jamie Genevieve have jumped at the opportunity to use the booths to create content for their millions of followers.

The Flannels Beauty Booths perfectly demonstrate how our tech can transform traditional bricks and mortar into truly experiential shopping destinations. If you are interested in our Smart Mirror Technology, don’t hesitate to contact our team today!