We’re a Copenhagen-based team reimagining the in-store experience.

We believe shopping should feel social, interactive, and worth talking about.

Vision

Our vision? To equip retail stores for the future.

We’re in business to help retail stores magnetize modern shoppers. And we do so by building best-in-class interactive smart mirrors, social mirrors, that enable modern shoppers to connect with their people, live and direct from the try-on area.

Mission

Story

How did it all begin? No need for the long version. Here’s the gist.

Social Mirror was founded in 2023. Frustrated by the dullness of the in-store experience, we started wondering how it could feel more alive — more social, more like the world outside.

We believe that what we wear says something about who we are — and who we are is best known by the people closest to us.

That’s why we built an interactive smart mirror — a social mirror — that lets shoppers connect with their friends, family, or followers, live and direct from the store.

What began as a university thesis has since become reality. You can now find Social Mirror live in Magasin and Matas — and this is only the beginning.

As for why we do it? Because we care. About people, about design, and about doing business the right way. What comes next is what guides us every day.

Values

Transparency

Yes, mirror-pun intended. However, it’s truly important to us to be frank about things. How the mirror is made, how we intend to improve it, and how safe it is to use (which you can read more about r ight here).

Innovation

As you know, it all started with us questioning the status quo of clothing stores. And we’ll keep questioning things, pinky promise, to properly equip clothing stores for the future.

Fun

We want to make in-store shopping fun. And we want to have fun while doing so. It’s no secret that we remember the things that make us feel good, and the things that make us feel bad. Why not aim for the former?

Reliability

We don’t subscribe to the transactional way of doing business. We consider “customers” and “users” to be our partners. Not partners in crime, because we do legal things only, obviously. If something’s important to you, it’s important to us; and then we take care of it.