Today saw the opening of Burberry’s new flagship store in Regent Street; showcasing a modern move into the digital age.
At 44,000ft and spanning 4 floors, the shop has become their largest store in the world. Burberry has used the UKs finest craftsmen to renovate the classic Grade II listed building into a store pushing new technological boundaries.
Burberry tried to make the effect of walking into the store emulate their website as they brought the digital world to life in a physical space, channelling bespoke aspects of their brand. CEO Angela Ahrendts told Vogue the Regent Street store is a place where “customers can experience every facet of the brand through immersive multimedia content exactly as they do online”.
Boasting a 22ft high screen, 500 hidden speakers and a hydraulic stage, Burberry’s Regent Street store, which is just around the corner from Underscore HQ, has become a showplace for the brand; becoming a centre for promotional events and fashion shows and a platform for new collection launches.
Digital technologies have been used further in the clothes themselves. RFID tags have been placed in garments, partnering with interactive mirrors to allow customers to see what they would look like in the clothes. As clothes are tried on in the changing rooms, mirrors flip to show the clothes on the catwalk and on film.
Burberry, with such a classic, heritage-fuelled brand image echoed in the historical architectural design of the building, is taking a huge leap by incorporating the technology into their store. However, it creates a new and exciting shopping experience for customers ahead of rival lines and will fast become a destination store for London’s fashion crowd.