Marie Claire infuses technology into fashion pop-up

Trump SoHo in downtown New York
Marie Claire incorporates technology and an exclusive app into SoHo pop-up.

Marie Claire magazine is partnering with Mastercard to open a pop-up shop in New York City. Called The Next Big Thing, the concept shop will run Sept. 23 through Oct. 22 and will feature unique technology from Mastercard. The shop will be open every day of the week and is located at 120 Wooster Street in the SoHo neighborhood. 

The store will be divided into three zones, all named after popular sections of the magazine: @Work, @Play and @Peak. 

On-site, stylists from Neiman Marcus will provide advice and tips on the designer fashion sold within the store. And smart mirrors, designed by Oak Labs, will also recommend accessories for outfits that shoppers bring into dressing rooms. 

Other in-store technology includes Clarins Sensor Mirror Pro, a virtual mirror developed by MemoMi that gives advice on products for revitalizing skin. 

Finally, the San Francisco-based retailer b8ta will provide apparel, accessories, activewear and other gadgets for purchase. 

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"Today's consumer is seeking a seamlessly integrated experience across both the digital and physical environment,” said Sherri Haymond, executive vice president, digital partnerships, at Mastercard. “At the Next Big Thing Concept Shop, we will showcase how retailers can do that by blending internet of things (IoT) devices, such as smart mirrors and windows, with Mastercard’s industry-leading security and analytics solutions, and Masterpass digital payment service to allow every consumer interaction to be unique.”

Guests in the store can also download the mobile app so that they can make cashless transactions when in the store, and use the app to book appointments with Neiman Marcus stylists. The app will also inform visitors of in-store events and activities. 

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Events will also be listed on a dedicated microsite for The Next Big Thing Concept Shop. Some highlights include a mobile photography studio to take professional headshots and LinkedIn profile pictures and on-site nail technicians offering nail art, manicures and meditation.

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