Green Bay, WI (October 27, 2025): This November at BDNY 2025, Séura, the recognized leader in hospitality mirror innovation, will debut “A Mirror for Every Space. A Story in Every Reflection” with intentional design elements that redefine how mirrors influence guest wellness, confidence, and emotional connection.
Séura’s showcase invites hospitality designers to reimagine mirrors not as passive design details, but as expressive storytelling elements. Mirrors are quiet companions that help hotels honor the individuality of every guest. Whether they’re feeling anticipation, calm, joy, or vulnerability, Séura’s mirrors are designed to meet them there, supporting the emotional arc of each stay with light, tone, and intentional design.
Designing for Emotion and Story
Séura’s BDNY 2025 concept is built around the guest journey as a human story. Each mirror in the exhibit is curated to capture a defining emotional moment: the confidence before a presentation, the tender calm before a wedding, the quiet nerves of a solo traveler preparing to explore an unfamiliar city.
“Hospitality design is ultimately about honoring the human experience. Every guest carries a different rhythm which can be excitement, reflection, hesitation, joy. Our role is to help hotel brands recognize and celebrate that spectrum of emotion. A well-designed mirror can do more than reflect a face; it can reflect a feeling, a story, a sense of belonging. That’s where design becomes deeply personal.” - Gretchen Gilbertson, CEO and Co-Founder
Séura’s design philosophy blends technology, emotion, and light to enhance daily rituals and create connection. By considering how guests feel in a space and not just how it looks, Séura continues to lead a new era of emotionally intelligent design in hospitality.
Collaboration Spotlight: Jackie Hui for Stanford Hotels
Among Séura’s featured collaborators is Jackie Hui, acclaimed Director of Lighting Design for Stanford Hotels, whose latest project integrates Séura lighted mirrors throughout guestrooms and public spaces to create a unified, emotionally resonant lighting experience.
“Jackie approaches lighting as a language of emotion,” Gilbertson said. “His work aligns with our belief that mirrors are not simply functional, but foundational to how people experience themselves within a space.”
Shaping the Future: 2026 Studio Series Design Contest
As part of its ongoing leadership in innovation and emotional design, Séura will also introduce the 2026 Studio Series Design Contest, a design competition inviting hospitality designers to explore creativity and connection through mirror design.
Designers are invited to submit an original mirror concept using a 24x36 template along with their design journey narrative. Submissions will be judged on creativity, functionality, and alignment with hospitality design needs.
- Grand Prize Winner: Announced in February 2026, with the winning concept produced as a custom-etched Séura lighted mirror and $1000 award
- Two finalists will each receive a $200 gift card and recognition across Séura channels
Competition details will be available at the Séura Booth #1346 and online here.
Visit Séura at BDNY 2025, Booth 1346
- Dates: November 9–10, 2025
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Location: Javits Center, New York City
About Séura
Founded in 2003, Séura (seer-ah) is the industry leader in premium lighted, decorative, and TV mirrors for hospitality and residential design. Headquartered in Green Bay, Wisconsin, Séura unites design, technology, and empathy to create mirrors that enhance well-being and human connection. Séura partners with the world’s leading hotel brands and designers to craft environments that honor every guest’s individuality, helping them feel confident, calm, and at home in their own reflection. With global sourcing and domestic assembly, Séura delivers flexibility and craftsmanship that hospitality professionals trust. Proudly a certified Women-Owned Business, Séura continues to shape the future of reflective design…one that doesn’t just illuminate spaces, but illuminates the people within them.