Following two years of extensive renovations, Burberry has officially opened its pristine new flagship store on Regent Street.
The store brings old and new together with Burberry’s rich heritage and iconic designs working seamlessly with new technology and digital innovations under the roof of this historic 19th century listed building. Designed by the best in British craftsmanship intent on restoring period features and reusing the original space, the store is a comfortable haven with interiors reflective of cosmopolitan Britain.
Ever unafraid of engaging with the latest technology, Burberry has boldly made its digital mark throughout, featuring the world’s tallest indoor retail screen, which at 6.9m high dominates the main hall. The mammoth screen will showcase music videos, and is set to live stream catwalk shows including next Monday’s London Fashion Week highlight ‘The Burberry Show’.
Immersive technology is interwoven into the fabric of the architecture, featuring 100 screens and 500 speakers that sporadically produce artificial weather changes. Expect to see rain showers accompanied by dramatic thunderclaps in celebration of the brand’s trademark trench coat range. A stage features live music from young and talented musicians, while staff are armed with iPads and mobile payment stations.
Burberry has also made clever use of radio frequency identification (RFID) chips, adding them to garment security tags which, when taken in to the changing rooms, trigger “mirror walls” displaying catwalk footage, up-close detail shots and an exclusive video of how the garment in question was made.
The digital concept is an attempt to capture the essence of online shopping, in-store. The last decade has witnessed more and more consumers turning to the convenience of the web for their fashion purchases but Burberry’s Regent Street store is leading the fight in bringing the consumer back to the high street.
“Customers can experience every facet of the brand through immersive multimedia content exactly as they do online,” said Burberry CEO Angela Ahrendts. “Walking through the doors is just like walking into our website. It is Burberry World Live.”
This pioneering vision of a future where online and high street shopping coexist by blending together was the brainchild of Burberry chief creative officer Christopher Bailey who said “Most of us are very digital in our daily lives now. Burberry is a young team and this is instinctive to us. To the younger generation who are coming into adulthood now, this is all they know”.
A special Regent Street Collection featuring limited edition men’s and women’s trench coats, bags and shoes will be sold exclusively in the store to celebrate its opening. Pieces include the men’s Bonded Cotton Aviator Trench and the women’s Gem Detail Mink Trench (both pictured) among many other signature designs.
You can find out more about Burberry’s new Regent Street store online, or sit back and let Christopher Bailey introduce it here: