Burberry recently opened its new flagship store at the Kerry Centre. It is the brand’s eighth store to open in Shanghai, following recent openings within L’Avenue, K11 Art Mall and Hongqiao airport in 2013.
Inspired by 121 Regent Street, the brand’s global flagship, Burberry Kerry Centre brings its London flagship experience to life in the centre of Shanghai’s Jing An district. It also brings the brand’s digital world to life in a physical space, where customers can experience every facet of the brand from events, to music, to heritage, while housing the fullest breadth of Burberry collections in Asia.
Part event space, part entertainment hub, part store, the flagship’ showcases the evolution of the Burberry Retail Theatre concept in China, offering immersive audiovisual experiences via 40 video screens and 130 speakers throughout the store, including the first digital brand gallery in Asia.
It also features the first in-store Burberry Beauty room in China, which has the full Burberry fragrance and make up collections, with specialist Burberry Beauty consultants offering personalised appointments.
A dedicated watch area showcases a wide selection of Burberry watches, including the fully expanded Britain collection for men and women.
Woven into select apparel and accessories, radio-frequency identification technology (RFID) chips trigger unique multimedia content on mirrors that turn to screens instantly to showcase runway footage and exclusive product videos.
Online insights also meet offline interactions to create a tailored and personal shopping experience, including mobile check-out and Customer 1-2-1 – through which store associates can access customers’ unique preferences and shopping history.
Meanwhile, a program of live events by the best in established and emerging creative talent will be hosted in-store, while satellite technology allows for the livestreaming of events to a global digital audience.
To celebrate the launch of this landmark, Burberry will be hosting an event in Shanghai on 24 April. Guests will be taken on an immersive, theatrical journey through the Burberry world of music, heritage, product and innovation – bringing the brand’s hometown of London to Shanghai.
The event will also see the evolution of the Burberry and WeChat innovation partnership, offering WeChat followers an immersive, parallel event experience on the platform.