Burberry has opened a store in Covent Garden’s Piazza that offers beauty products and accessories and which aims to blur the divide between the digital and terrestrial retail worlds.

Trading from two floors, the Beauty Box concept store has no tills, with transactions being conducted via iPads, there are multiple digital screens and the windows feature an abstracted Burberry check that is also a digital screen.

The store joins Covent Garden’s ‘beauty alley’, along one side of the Piazza, with Dior and Chanel’s beauty offers as its immediate neighbours.