The Swedish fashion favourite H&M is currently testing a new voice-controlled interactive mirror display. The Touchpoint was developed by Stockholm-based Visualart in cooperation with Microsoft and the Swedish UX designers from Ombori.

The testing ground for the new digital customer experience is H&M’s world’s largest flagship store in Times Square, New York City. Customers interact with the Mirror Display exclusively via voice and face recognition, thus ensuring that annoying fingerprints are a thing of the past.

Users can use the mirror screen cover selfies to create ‘My H&M Cover’ and experience different trends and fashion inspirations. The digital system also gives customers individual style recommendations, which can in turn be translated into on-site purchases.

When customers register for the newsletter via the mirror, a discount voucher can be redeemed directly in the store. Via an inserted QR code, customers can subscribe to the newsletter via mobile phone and the voucher can be redeemed at the cashier in the store.

With 86% of all selfie customers also scanning the newsletter QR code (of which 10% subscribed to the H&M newsletter), acceptance has more than exceeded H&M’s expectations.

More information regarding the project will be presented by Visualart at DSS Europe on 04.07 at 4PM “How DooH you DooH”


Tickets to DSS Europe allows access on both days to the conference and exhibition area, as well as to the evening event on 4 July. Included in the conference ticket price are all beverages, lunch on both days and food and beverages at the evening event. The standard ticket price is €690 (plus VAT). For further information and registration for the event, please visit:  https://digitalsignagesummit.org/europe/.