Burberry today announces the opening of its new flagship within Kerry Centre, bringing every aspect of the British luxury brand to Shanghai.
The store opening marks the start of a new chapter for the brand in Shanghai, following a multi-year investment in China since acquiring the business in September 2010. Burberry Kerry Centre is the eighth store to open in Shanghai, following recent openings within L’Avenue, K11 Art Mall and Hongqiao airport in 2013.
Inspired by 121 Regent Street, the brand’s global flagship in London, Burberry Kerry Centre brings its London flagship experience to life in the heart of Shanghai. Incorporating British craftsmanship and materials, the space reflects the architectural design concept developed by Chief Creative Officer, Christopher Bailey.
The flagship brings the Burberry’s digital world to life in a physical space, where customers can experience every facet of the brand from events, to music, to heritage, while housing the fullest breadth of Burberry collections in Asia.
Located over three floors in the center of Shanghai’s Jing An district, Burberry Kerry Centre has been designed to offer multi-sensory experiences for its customers and communities, featuring exclusive products and services. Part event space, part entertainment hub, part store, the flagship is a dynamic and luxurious new brand environment. The store will feature a dynamic illuminated façade responding to both programmed animation and the outdoors while organically interacting with natural light.
The store will also feature the Burberry Retail Theater concept in China, offering immersive audiovisual experiences via 40 video screens and 130 speakers throughout the store, including the first digital brand gallery in Asia.
The first in-store Burberry Beauty room in China will be located at the store, featuring the full Burberry fragrance and make up collections with specialist Burberry Beauty consultants offering personalised appointments. There will also be a dedicated watch area showcases a wide selection of Burberry watches, including the fully expanded Britain collection for men and women.
Select apparel and accessories will feature the innovative use of radio-frequency identification technology (RFID). RFID Chips will be woven into apparel and accessories and will trigger unique multimedia content on mirrors that turn to screens instantly to showcase runway footage and exclusive product videos.
An exclusive limited edition collection of mens and womens ready-to-wear and accessories, including the iconic trench coat, to celebrate the launch are now available at the store.
Images Courtesy of Burberry
Carrie Coolidge is a Pursuitist contributor based in Manhattan. From 2009 to 2011, Carrie served as Co-Editor of Luxist, the luxury lifestyle website at AOL where she ran the Luxist Awards, a program that honored the very best in fine living. From 1996 to 2009, Carrie was a Staff Writer at Forbes magazine, where she covered real estate, personal finance and the insurance industry, among other areas. Carrie is also the author of six books, including "The Business of America is Business". Follow her on Twitter: @carriecoolidge