Burberry is launching a new flagship store in the Kerry Centre, Shanghai which features a facade that responds to natural light and the weather.
The store’s design takes inspiration from its 121 Regent Street global flagship, as the shop incorporates furniture from British designers and a strong multichannel offer.
The store, which is its eighth in Shanghai, is located over three floors and is designed to be “part event space, part entertainment hub, part store”.
It has 40 video screens and 130 speakers in the shop, which offer customers ‘immersive audiovisual experiences’, such as fashion shows, music performances and talks, which will be livestreamed online.
The flagship store houses the first in-store Burberry Beauty room in China, selling the full fragrance and make up offer. A watch area showcases a selection of Burberry watches. And it will sell a limited edition collection of men’s and women’s accessories including the iconic trench coat to celebrate the store’s opening.
Burberry’s new flagship features digital mirrors that showcase runway footage when they are activated by special radio frequency identification technology that is woven into the clothing and accessories, like at the London flagship.
The store also offers a mobile checkout and a more personalised shopping experience as store staff can access customers’ shopping history and preferences at the till.