Burberry announced the opening of its new Beverly Hills flagship this week.

This new four floor store on Rodeo Drive, created under the design direction of Christopher Bailey, is part event space, part entertainment hub, a little bit of private space, and a lot of store, all featuring the brand’s Burberry Retail Theatre concept, a multi-sensory experience where interior video walls and in-store digital screens showcase brand content and broadcast live events.

Burberry Beverly Hills Flagship - Exterior Daylight

The new flagship boasts the largest Burberry product range in Los Angeles, including Burberry Prorsum, Burberry London, Burberry Brit, Accessories and Burberry Beauty.  (This Burberry Beauty is actually the first in-store room of its kind in Los Angeles, featuring the full Burberry fragrance and make up collections with specialist recommendations.)

Burberry Beverly Hills Flagship - Beauty Counter

The launch unveiled an exclusive limited edition collection of men’s and women’s ready-to-wear, eveningwear and accessories — not to mention the iconic trench coat — and the store’s special featured services, which include a mobile check-out and Customer 1-2-1 (through which store associates can access customers’ unique preferences and shopping history.)

Burberry Beverly Hills Flagship - Menswear Floor (2)

 

A private suite on the top floor of the store — the Burberry Penthouse — has its own dedicated entrance and direct access to a garden rooftop terrace.  (Read: An uber-intimate Burberry shopping experience with a fitting room, serviced pantry, bathroom and dressing room.)

Burberry Beverly Hills Flagship - Exterior Rooftop Private Suite

It’s been a busy year for Burberry.  Earlier in 2014, Burberry also reopened its flagship store in San Francisco.  The brand currently has 78 standalone stores in the Americas region and 12 in California.