Trust Burberry not to do things by halves. Launching today, to greet this season’s London Fashion Week, the brand that does things differently has just opened an enormous flagship Grade-II listed building (1820) in Regent Street that will be a mecca for Burberry fans and tourists taking in the Best of British.
The store is over 44,000 sq ft of heritage architecture combined with hand crafted and painstakingly renovated facets teamed with ultra 21st Century technology – as we’d expect from the digital fashion pioneers.
Blurring the physical and digital, Burberry Regent Street is coined as the first single physical space to fully express and bring the brand to life, offering the ultimate brand experience and personalised service.
Pioneering technology which includes the tallest indoor retail display in the world. RFID technology is premiered and the store is actually ‘future-proofed’ to stay ahead and allow for new innovations and the continuous evolution of the brand. While heritage is its backbone, technology is at the heart of Burberry and has been woven throughout the period architecture of the building, making this space a playground for experimentation in technology.
Evolving the Burberry Retail Theatre concept, nearly 500 speakers and 100 screens engage customers through emotive brand content. Disruptive digital takeovers synchronised across all screens and speakers at set times throughout the day. Woven into selected apparel and accessories, RFID triggers bespoke multimedia content relevant to the products. Mirrors turn instantly to screens with runway footage and exclusive video. The customer can’t fail to be impressed and also immersed in the Burberry sensation.
This is quite something. While other brands languish behind, Christopher Bailey, Chief Creative Officer and his team are the vanguards of how Britain’s fashion ‘should’ be perceived: classic with heritage yet willing to shake-it-up for a new generation while being at the forefront of trend innovation and digital communication, which, lets face it, is only going to grow and grow. Smart and street-wise indeed.
The Regent Street Grade II-listed building has undergone extensive renovation – to unearth and restore many of its original features, rather than re-invent the space – a vast light filled emporium. Best in class British craftsmanship, design and manufacturing celebrates and showcases the brand’s rich heritage. The store will bring together product, brand, music and entertainment to offer a cultural, experiential and innovation hub celebrating Britishness.
The opening marks a very important chapter in the history of Burberry – bringing the focus back to their hometown, London, in a year when the Olympics & Paralympics showed that Brits Do It Best.