British luxury fashion label Burberry has opened its highly anticipated flagship store on Regent Street, London. The new store marks the largest ever retail store in the heart of London and has been designed as a physical manifestation
of the Burberry website, known as Burberry World Live.
The flagship, which opened just days after the company issued a profit warning, is housed in a Grade II listed building and has a staggering 44,000 square foot of retail space. The building dates back to 1820 and has been renovated with the aim of highlight the buildings old features against the brand’s technologically-forward ethos.
Like the website, Burberry has divided the store into sections that appear on Burberry World Live such as Bespoke, Acoustic and Experience, to make “the physical and digital world unite” from the vision of Burberry’s chief creative officer Christopher Bailey.
The store has been designed to give customers a unique shopping experience, as well as being able to shop the brand’s catwalk collections, visitors will experience periodic Burberry weather “moments” such as digital rain showers accompanied by thunder created using a sophisticated sound system that features around 500 speakers and shown on nearly 100 screens that are installed throughout the store.
Technology translates right through to the changing rooms, as when trying on an item, the mirror will show you the image of that specific piece on the catwalk or on film.
"Burberry Regent Street is one of the most architecturally and culturally significant projects we have undertaken," said Bailey. "In renovating this iconic London building we have worked with some of the UK's finest craftsmen to restore a wealth of historic features, at the same time as pushing the boundaries of digital technology.
“The result is a space defined by contrasts: at once imposing and intimate, its juxtaposition of craft and innovation is designed to delight surprise and entertain. It is a reflection of how we approach everything at Burberry - revealing the different layers of the brand's heritage within a modern context, and forever celebrating design and expert craftsmanship."
Burberry CEO Angela Ahrendts added: "Burberry Regent Street brings our digital world to life in a physical space for the first time, where customers can experience every facet of the brand through immersive multimedia content exactly as they do online.
“Walking through the doors is just like walking into our website. It is Burberry World Live."
The brand aims for the new flagship to be used as an events and innovative hub, as well as shopping destination, which will be showcased later today when the huge screen will livestream the label’s London Fashion Week catwalk show.