Burberry has opened its eighth and newest flagship store in Shanghai, China. Located at Kerry Center in Shanghai’s Jing An district, this store has now become the largest store in Asia Pacific for the British luxury brand. A technically advanced store, fashion house aims to merge “digital and physical” worlds with its “digital world to life” technology.
With technology taking over fashion retail, Burberry has a range of them to showcase. Some of the clothes and accessories in the store carry radio-frequency identification technology chips embedded into them. These items trigger multimedia content of Burberry products on “magic mirrors”. To offer customers a better brand experience, store is equipped with 40 video screens and 130 speakers. Store exteriors also carry new multimedia technology. The illuminated store front is light-responsive and responds to weather and light changes whilst showing a programmed animation and taking the labels use of digital innovation to another level.
Brand’s first in-store Burberry beauty room in China belongs to this store, featuring a full range of Burberry cosmetics and fragrances. Store also carries the broadest range of collections in Asia, from London, Brit and Prorsum lines for women and men to children’s wear and accessories.
Three-story flagship store in many ways resembles brands London global flagship store on Regent Street. It has the same classic oak floors, British made furniture and Corinthian Stone staircases, all designed by Christopher Baily.
Even though the store is now officially open, there are plans set to host an official opening event on April 24, which will see a launch of an exclusive limited-edition collection. Shanghai-based Burberry faithful will get the opportunity buy a limited-edition trench coat along with other ready-to-wear lines and accessories.