Burberry has opened The Burberry Beauty Box, their first dedicated beauty store, in London’s Covent Garden. The new retail concept brings Burberry fashion and beauty together in an innovative format that allows customers to explore the connections between make-up, fragrance, and accessories through personalized physical and digital experiences.
“The Burberry Beauty Box brings together our fashion and beauty worlds, merging physical and digital experiences that allow people to explore and combine Burberry make-up, fragrance and accessories in new, playful and exciting ways,” said Christopher Bailey, Burberry Chief Creative Officer.
The Burberry Beauty Box features the full Burberry Beauty collection of make-up and fragrance, as well as limited-edition products. The space also houses Burberry accessories including sunglasses, scarves and an exclusive selection of bags, available only in that store. All products are gift-wrapped in exclusive Burberry Beauty Box gift packaging.
According to the brand, the space is designed to blur the physical and digital, encouraging customers to interact with the world of Burberry Beauty. The store features a custom-built digital screen in the shape of the iconic Burberry check showcasing bespoke content on the exterior façade. In addition, there is a 16ft “digital chandelier” showcasing monthly beauty content over multiple screens, with the aim of bringing new looks and products to life.
Lastly, the Digital Runway Nail Bar is a virtual experience for trying on the latest Burberry runway nail shades. By placing a Burberry Nail Polish onto an RFID-enabled platform, customers can choose their skin- tone and virtually experience the selected nail shade.
Burberry Beauty Box, 3a The Market Building, Covent Garden, London, WC2E 8RF. Open Monday to Saturday 10am – 8pm; Sunday 12 noon to 6pm.
