Burberry has teamed up with technology giant Tencent to launch a revolutionary retail store in Shenzhen, China.
This Burberry boutique features a unique design using a variety of materials and textures, from plywood to mirrors and glossy finishes. Occupying an area of 539 sq.m., the shop can accommodate ten shopping spaces.
The Burberry store offers a wide range of products, including the latest collectibles and exclusive items. All of the materials are equipped with QR codes, which, when scanned, display information on the customer's gadget screen. It is the first brand store with QR codes on tags.
At the entrance to the store, customers are welcomed by an interactive window. Inspired by the brand's mirror podium, the window reflects the views of visitors and responds to body movements. The window changes according to the season, reflecting the latest trends in the brand's collection of products. Burberry dressing rooms are decorated according to three different concepts of the fashion house.
The store also houses Trench Experience space, created using digital technology to "bring to life Burberry's research heritage and create unique and personal content that customers can share on social media."
"The store blends the digital and physical spheres with exciting new concepts," explained Riccardo Tisci, Burberry's creative director.
"I wanted to embody my love of outdoor life in all the elements of the store, which can be seen in Burberry's 'kingdom of the beasts' prints in the cafe, as well as with a complete immersion in the Trench Experience and even the small details of the design materials that were used in the store," said Burberry. I wanted to use these familiar home codes to bring our community together in an interactive discovery journey," said Tisci.
"When it comes to social and retail innovation, China has become a paradise for some of the most digitally sophisticated luxury consumers," said Marco Gobbetti, CEO of Burberry. The Burberry Social Retail Store offers interactive features through the TChatnt WeChat mini-program, which allows customers to receive exclusive content and personalized experiences.
"The Burberry store in Shenzhen is a place of discovery that brings together and rewards customers when they shop online and in the store. It marks a change in the way we interact with our customers, and we can't wait to share this innovative experience with the world," said Gobbetti.
The new Burberry store is a space to test and explore innovations that can be expanded to the rest of the Burberry network in China, the company said.