The room was designed and built by Oak Labs, a startup that traces its history back to eBay’s retail-innovation lab. Healey Cypher, the CEO and founder of Oak Labs, ran eBay’s project before the PayPal-related restructuring left it in limbo. Oak Labs is now focused on changing the in-store experience through technology, which would ideally entice consumers to shop at brick-and-mortar stores.

Physical stores have struggled more and more as e-commerce has made it easier to shop from home, leading to a steady drop in foot traffic and sales. Brands have been seeking ways to make their actual shops vital through cutting-edge technology. Tommy Hilfiger, for example, recently debuted a virtual reality headset at its New York store that lets you watch the runway show featuring the clothes that are hanging on the racks nearby.

Some of these efforts can feel gimmicky, but Oak Labs feels an interactive fitting room is genuinely functional. “Every piece of technology should feel effortless,” Cypher said in a press release.

For now, the new fitting room is just being piloted at the one location, but the company hopes to expand to other stores before year’s end.

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