NEWH - Winter 2024 - 56

COVER STORY
Reflecting Innovation
Electric Mirror aims to revolutionize hospitality design
By Alia Akkam
Photos courtesy of Electric Mirror
F
or some five years, brothers Jim and Aaron Mischel, often with
an assist from younger sister Mia, took over the family garage in
Lynnwood, Washington, to manufacture and handle sales of high-end
mirror defoggers. The budding enterprise outgrew the informal space and
eventually their mother Faith kicked them out, encouraging Jim and Aaron to
expand in new directions.
Thanks to Faith and their multifaceted father Jim, Sr., better known as
Doc, the siblings witnessed the thrills of running small businesses-and the
hustle necessary for them to thrive-firsthand. According to Jim, Doc " is a
brilliant guy. He was an electronics expert in the Navy, a dentist, an architect,
and a builder. My parents even had a school at one time. "
Spurred on by that ambitious spirit, Electric Mirror officially launched
in 1997, and it wasn't long before those sought-after defoggers led to
frameless, illuminated mirrors, a pivotal innovation for the hospitality market.
" We essentially created the lighted mirror industry that you see today, "
points out Jim, Electric Mirror's CEO, but when the Mischels introduced their
never-before-seen contraption to hotels, they needed to spend ample time
explaining its impact to owners.
Back then, the standard for luxury properties was a framed mirror and
complementary sconce, " so we were treading uphill, " adds Aaron, who serves
as executive vice president and partner at Electric Mirror. Forward-thinking
hoteliers like Barry Sternlicht, who was then chairman and CEO of the late
Starwood Hotels & Resorts Worldwide, was just getting his buzzy W Hotels
concept off the ground and lighted mirrors dovetailed perfectly with the
contemporary interiors. Early alliances with Hilton, Sofitel, and Westin were
critical to Electric Mirror's growth, as was the support of designers.
Around 60 percent of Electric Mirror's current production is dedicated
to custom designs, and the Mischels welcomed those challenges from the
beginning. " Want to put a TV in the mirror? Let's do it. Want to put Bluetooth
in the mirror? Let's do it, " says Aaron. " We want to push the limit. "
A dual-production strategy revolving around Electric Mirror's
125,000-square-foot hub in Everett, Washington, along with three
international facilities, has allowed Jim and Aaron to work rapidly across all
hospitality segments and budgets. Although it has a robust residential and
commercial presence, Electric Mirror has over two million hotel guestrooms
under its belt, so " our core is hospitality, " says Jim. " We don't sell products;
we capture a designer's vision, so it's more a service we deliver on. We're just
trying to make hotels look amazing. "
The success of lighted mirrors organically paved the way to mirror TVs,
which first made a splash in Las Vegas at the Tony Chi-designed Skylofts
at MGM Grand in 2005. This sleek creation caught the eye of Four Seasons
Hotels and Resorts, and soon they were fixtures in the brand's hotels around
the world.
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