Burberry opened this week its largest ever London store on Regent Street – a multi-media experience combining the label’s physical and digital achievements. Designed to reflect its website, the impressive 44,000 square-foot space is divided into rooms that mirror sections from its online counterpart – such as Bespoke, Acoustic and Experiences.
“Burberry Regent Street is one of the most architecturally and culturally significant projects we have undertaken,” said Burberry chief creative officer Christopher 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.”
Housed in a Grade II listed building, originally created in 1820, the store was renovated by British craftsmen – from stonemasons to cabinet-makers – with the aim of highlighting the building’s old features. The historic venue is set against the brand’s technologically-forward ethos to create a space Burberry is calling “future-proof”. This isn’t any ordinary shopping experience – customers are treated to sporadic Burberry weather “moments”, when digital rain showers – accompanied by the sounds of a thunderstorm, created using a sophisticated sound system. Upon trying an item on, the changing room mirrors will flip to show images of the specific piece on the catwalk or on film.
“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,” said Burberry CEO Angela Ahrendts. “Walking through the doors is just like walking into our website. It is Burberry World Live.”
And if that weren’t quite enough, the British fashion house has launched an exclusive Regent Street collection – the first time it has ever launched a line specifically for one of its stores. An homage to the colour gold, the offering features the label’s signature outerwear.
adapted from Vogue UK
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