Few days ago I went to the Burberry’s flagship situated in Regent Street. It is the biggest Burberry store in the world. It is designed to reflect its website.
The whole area is circular and has galleries where customers can look down at the middle of the shop panorama when they are at the first floor.
The floors reflects the “Burberry Pyramid”: “Brit”, “London” and “Prorsum”. Indeed, the store brings the digital world in the physical space.
The amazing surprise is when an item is selected to try on in one of the fitting rooms. Each garment has an RFID (Radio Frequency IDentification) tag inside, through which it appears on the mirror in the fitting room as the customer enters.
The customer can know the materials and the possible combinations with other Burberry items.
There are also several messages for the customers through screens, audiovisual experiences, live streaming of catwalks directly to flagship stores, streaming of shows in 3D technology.
(Images: Mine – Burberry website – Marie Claire website – Vogue website)
Recently, I went to the “Burberry Beauty Box”, a beauty corner launched just the last December (2013).
It represents a new concept of make-up, fragrance and fashion sits alongside the “Chanel” and “Dior” beauty boutiques in the historic “Market Building” of Covent Garden, which is now the London’s prime beauty destination.
The store gives a mix of fashion and beauty over two floors and multiple areas. This shop offers an amazing experience with digital innovations. There is a 16-foot “digital chandelier” showcases the monthly story, bringing new looks and products to life.
Upstairs it’s possibile to create own signature look with a personalised Beauty Styling consultation, or get some gift inspiration at “The Beauty Box Bar”. The digital experience ends with the possibility for the customers to pay by IPad while everythink is wrapped and boxed. The customers are supported during the shopping experience within the shop, given them knowledge on the product ingredients and benefits, and also out the store, with after-sales services and sales return.
It is an amazing beauty corner!
(Images: Burberry Website – Vogue UK)