DEEP was a concept for an interactive retail system for independent boutiques. Part social network, part point of purchase system, the purpose of DEEP was to create a retail experience that could help independent clothing retailers withstand the onslaught of online discount retailer and big box stores. After some observational and user interviews we had an insight: that retails were fighting against something we called “The Mobile Poach” where a customer could walk into a store, browse for an item decide they liked it, pull out their mobile device and purchase it from a competitor like Amazon without even leaving the store! DEEP helps combat the Mobile Poach with an innovative Magic Mirror with built in display. It knows what you are trying on and can suggest other related products, check stock for alternative sizes and even offer pricing discounts for an immediate purchase.