In a powerful new marketing campaign, the discount chain lets store shoppers share personal stories through video-enabled changing room mirrors to inspire and boost confidence

Changing rooms are typically personal spaces, and for good reason. But T.J.Maxx is changing this dynamic with a fitting room designed to allow women to share personal stories of growth and self-love using a special mirror.

T.J.Maxx's program, aptly dubbed The Changing Room, honored the personal journeys of women with an immersive, interactive experience around individuality and change. In front of interactive mirrors that both record and display video—which took a New York City location for three days and will travel to eight stores nationwide—women both listen to the accounts of others and shared their own thoughts.

When shoppers walk into the fitting room, the device reacts to their presence, transforming into a life-size video screen. Then, the mirror plays the accounts of other women. Along with the screen, the installation's tour includes bookable one-hour stations with both life coaches and personal stylists.

 

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The result, part of a larger program called the Maxx You Project, is a kind of life overhaul, all available through female empowerment and an innovative fitting room design. The full lineup of stores featuring The Changing Room has not yet been announced, but people at home can watch the stories of participants at home on the brand's website.

T.J.Maxx


Lead image: stock photo from Shift Drive/Shutterstock.com

Changing rooms are typically personal spaces, and for good reason. But T.J.Maxx is changing this dynamic with a fitting room designed to allow women to share personal stories of growth and self-love using a special mirror.

T.J.Maxx's program, aptly dubbed The Changing Room, honored the personal journeys of women with an immersive, interactive experience around individuality and change. In front of interactive mirrors that both record and display video—which took a New York City location for three days and will travel to eight stores nationwide—women both listen to the accounts of others and shared their own thoughts.