Burberry’s London flagship is a digitally enhanced luxury fashion mecca that seamlessly merges the brand’s online and offline channels.
Designed as a bricks-and-mortar translation of Burberry’s website (known as Burberry World Live), the flagship caters for consumers who want to shop from the sofa wherever they are. Instead of till points, customers are directed to comfy seating areas where they are presented with a card swipe machine along with their pre-wrapped purchase.
Located in a grand1820s building on Regent Street, the store, which achieves a clever balance of heritage and modernity, is Burberry’s largest in the world. As well as an impressive 38 sq m digital screen showcasing Burberry films and catwalk shows, the store is kitted out with a number of other innovative digital features.
Each garment is fitted with an RFID chip. When held up to one of the changing room mirrors, enhanced information – such as how the product was made or what it looks like on the catwalk – is displayed. Staying true to the brand’s continued championing of live music, the space also includes 420 concealed speakers and a hydraulic stage for live performances.
Consumer Insights: Used to shopping online, consumers are beginning to expect the convenience and comfort of shopping online wherever they are. Burberry’s flagship matches this experience with the benefits of human interaction and the instant gratification of having the product straightaway.
Brand take-away: Burberry’s smart use of in-store technology delivers a seamless association between the brand’s physical and digital worlds. iPads available to browse and video content to watch also encourage dwell time in-store.