With more retail space than a small supermarket and Italian design the global flagship store is an absolute marvel of a statement. After two years of development it is finally open and reveals a whole new and very digital direction for the brand and its clients.
The site that was once used to house a cinema has been reinvented with the same materials that are used for palaces and mansions. Four floors high and standing at a huge 44,000 square foot – the building is truly glorious. Introduced and described, by the brand using the clever name ‘Burberry World Live’ the store aims to bring together the experiences of a physical store and the prestigious catwalk shows together throughout the use of technology.
Scattered around the store are more than 100, full-length screens, which can switch to act as mirrors when needed – in turn, selected items in store have been woven with a chip using radio-frequency identification technology, meaning that multimedia content relevant to the product is triggered when an item is placed near a mirror. Collectively there is an enormous screen in the central atrium- here runway shows will be streamed four times a year, but it doesn’t end there, around the screen, a stage can be elevated to house in-store gigs. Wow.
In keeping with the other technological advances, the store holds 160 iPad’s, for members of staff to have on there person to check ranges, colours and the like. The vast size, openness and lack of till points in the store almost make you feel like your exploring a monumental landmark this paired with the repetition of chairs and sofas throughout provide an instantly relaxed shopping environment. The store is merchandised, close to perfection.
Features of the store include a display of trench coats dating back to the early 1900s on the first floor, a bespoke section where customers can customise their own coat, a display of the exclusive Regent Street line, (a small collection of limited-edition items, which can only be found in the flagship) and
It’s very hard to disagree in anyway and say that this store isn’t the ultimate luxury brand experience…And yes the sofas are custom-made.
Burberry, 121 Regent Street, W1B 4TB.