After two years of renovation work, London Fashion Week favorite Burberry has unveiled its new Regent Street store in London.
It's a space that is defined by contrasts," says creative director Christopher Bailey of the new flagship store, which aims to blur the boundaries between online and offline shopping. "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."
Burberry's ultimate luxury customer service includes futuristic on-screen technology, bespoke digital signage on all floors and clever radio-frequency identification (RFID) which provides audio-visual content on selected items carrying microchips. So when a customer takes a product and approaches one of the store's screens in the common areas or in a fitting room, they have instant access to relevant information ranging from craftsmanship to catwalk looks. To further the tailored shopping experience, sales assistants at the Regent Street store are armed with iPads to keep a log of purchase history and customer preferences.
The opening of Burberry's first digitally-integrated retail space coincides with London Fashion Week.
As well as selling Burberry's entire range of men's, women's and childrenswear, shoes and accessories, the 44,000 square foot flagship store will run a weekly program of events to showcase emerging talent in music, film, theater and art. Monday, the Burberrry Prorsum S/S13 ready-to-wear show will be live-streamed from London's Hyde Park at 4pm (GMT+1) both on full-length screens in-store and Burberry.com. Watch a trailer at
Pioneering the art of customer centricity, the 156-year old megabrand founded by Thomas Burberry boasts an unbeatable digital track record. Burberry, now the world's fourth largest growing brand can be credited with inventing the 3D holographic runway and the tweetwalk, which lets followers see the collections first on Twitter, before they hit the runway.
Burberry whose trademark check and showerproof trench coats are worn by the Queen, Kate Middelton, Kate Moss and Alexa Chung, currently has 13 million fans on Facebook, its own twitter account and a dedicated YouTube channel.