Completing what is being called the “bricks-and-mortar version its website”, Burberry has unveiled its new Regent Street store in London.
The new flagship store was designed to blur the boundaries between online and offline shopping with futuristic technology, bespoke digital signage on all floors and radio-frequency identification (RFID) providing audio-digital content on select items that have microchips, which allow customers to receive additional product information (such as craftsmanship and catwalk looks) by approaching one of the store’s screens in the common areas or in a fitting room,
According to creative director Christopher Bailey, “It’s a space that is defined by contrasts.” He added, “I feel that contradictions are somewhat intrinsic to our brand – we sometimes describe Burberry as a young old company; it has an incredible history, but with a very young spirit and energy. These contradictions also permeate throughout Regent Street, whether through the merging of craftsmanship and technology or the grand, imposing space that is very intimate at the same time.”
In addition, sales assistants at the new location have iPads with customer preferences and purchase histories.
The 44,000-square-foot store carries Burberry’s entire range of men’s, women’s and childrenwear, shoes and accessories. It will also feature weekly events to showcase emerging talent in film, theater, art and music. The first event included a streaming of the Burberry Prorsim S/S13 read-to-wear show live-streamed from London’s Hyde Park.
The store opening coincides with London Fashion Week.