Burberry Opens Beauty Box Store in London

By Paul Joseph

British fashion house Burberry has enhanced its reputation for being at the cutting edge of technological innovation by opening a new “digitally enhanced retail store” in London.

Located in the fashionable Covent Garden district, the store houses integrated digital touchpoints that enable customers to explore Burberry’s beauty and cosmetics ranges, as well as accessories including sunglasses, scarves and bags.

The digital touchpoints include the brand’s first till-free payment service, with transactions made using a mobile point of sale system on iPads and iPhones.

Visitors can also ‘virtually’ sample a nail polish by placing a bottle on a radio-frequency identification or RFID-enabled platform. They then choose their skin tone, and the colour appears on a hand onscreen.

A custom built digital screen in the shape of the iconic Burberry check showcases bespoke content on the store’s exterior façade, while inside a 16-foot digital chandelier plays beauty content over multiple screens.

The store also introduces Burberry’s ‘Runway Made to Order’ service, allowing customers to purchase products immediately after appearing in the brand’s runway shows.

In 2012 opened the doors to its revamped London flagship store on Regent Street – billed as the most technologically advanced store in the country.

Burberry was founded by Thomas Burberry in 1856.

By Paul Joseph