Culture / Events

Burberry Opens Flagship Store in Shanghai

Burberry has opened a new flagship store in Shanghai, its largest in China so far and the first to feature the Burberry Beauty room concept.

Apr 25, 2014 | By AFPRelaxnews

Burberry Kerry Centre Flagship Shanghai

Burberry has opened a new flagship store in Shanghai, its largest in China so far and the first to feature the Burberry Beauty room concept.

burberry shanghai

Located in the city’s Kerry Centre in Shanghai’s Jing An district, it’s the British brand’s eighth location in the city. Open from Monday, the store will get an official launch with an event on April 24 designed to bring London to Shanghai with an immersive digital Burberry experience.

Burberry Flagship Store Shanghai

Inspired by the global flagship at 121 Regent Street in London, the space was designed to incorporate the best of British craftsmanship and materials, with a design concept developed by Chief Creative Officer Christopher Bailey.

Burberry Flagship Store Shanghai staircase

The store is set over three floors that mix digital and physical displays, including a dynamic illuminated facade on the outside and over 40 video screens on the inside providing an immersive audiovisual experience.

burberry beauty shanghai

With the full Burberry lines in-store, there’s a dedicated watch area (below), and the first in-store Burberry Beauty room (above) in China.

Burberry Watch Store Shanghai

The technical magic also include RFID chips woven into pieces that trigger mirrors to turn into screens and showcase exclusive content like fashion shows and product videos.

burberry shanghai meanswear

Shanghai-based fans can celebrate with exclusive men’s and womens ready-to-wear pieces and accessories, which will be available from April 25.

Burberry Flagship Store Shanghai interior


 
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