The store is also the first Burberry outlet in China to feature the brand’s Beauty room concept, housing the full Burberry fragrance and make up collections along with specialist consultants on hand to provide personalised appointments.
Situated in Shanghai’s Jing An district, the new store hosted an official launch event last week, where it recreated the immersive digital Burberry experience that has helped make the brand’s newest London store on Regent Street such a success.
In addition to the Beauty room, the store, which is spread over three floors, also boasts the full Burberry lines, including a dedicated watch area, plus digital and physical displays, including a dynamic illuminated facade on the outside and over 40 video screens on the inside.
An exclusive limited edition collection of men’s and women’s ready-to-wear and accessories, including Burberry’s iconic trench coat, designed to celebrate the launch of the store, will be available from 25 April.
The new store is the eighth that Burberry have opened in Shanghai.
Burberry was founded by Thomas Burberry in 1856.