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Inside Burberry’s London Flagship Store

Inside Burberry’s London Flagship Store

Christopher Parr | Pursuitist
Pursuitist Luxury Best Luxury Blog

Burberry has unveiled its new Regent Street store in London, after two years of renovation work, just in time for London Fashion Week.

“Burberry Regent Street brings our digital world to life in a physical space for the first time, where customers can experience every facet of the brand through immersive multimedia content exactly as they do online,” explains Angela Ahrendts, Burberry’s CEO. “Walking through the doors is just like walking into our website. It is Burberry World Live.”

Burberry‘s ultimate luxury customer service includes futuristic on-screen technology, bespoke digital signage on all floors and clever radio-frequency identification (RFID) which provides audio-visual content on selected items carrying microchips.

So when a customer takes a product and approaches one of the store’s screens in the common areas or in a fitting room, they have instant access to relevant information ranging from craftsmanship to catwalk looks.

(Below, Christopher Bailey, Burberry Chief Creative Officer, introduces 121 Regent Street, London, the new Burberry World Live Flagship:)

To further the tailored shopping experience, sales assistants at the Regent Street store are armed with iPads to keep a log of purchase history and customer preferences.

As well as selling Burberry’s entire range of men’s, women’s and childrenswear, shoes and accessories, the 44,000 square foot flagship store will run a weekly program of events to showcase emerging talent in music, film, theater and art.

Pioneering the art of customer centricity, the 156-year old megabrand founded by Thomas Burberry boasts an unbeatable digital track record.

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