Burberry Unveil High-Tech Flagship Store in London

By Paul Joseph

Classic British fashion brand Burberry has opened the doors to its revamped London flagship store – billed as the most technologically advanced store in the country.

Situated on the capital’s prestigious Regent Street, the store has been transformed into a “walk-in website”, featuring a host of high-tech functions.

The centre piece attraction of the store is 'Burberry World Live’, which has been designed to mirror the brand’s website, and includes nearly 500 speakers and 100 screens.

Thanks to the innovative new features, shoppers are treated to virtual rain showers and mirrors transforming into runways while they browse the store, whilst there will also be musical talent on display too with the launch of Burberry Acoustic: a live stage hosting creative talent.

Angela Ahrendts, Burberry Chief Executive Officer, said: "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.

“Walking through the doors is just like walking into our website. It is Burberry World Live.”

She continued: “We call Burberry a young, old company: forever moving forward while never forgetting our 156-year heritage. The fusion of history and innovation in Burberry Regent Street is the brand’s most comprehensive creative and commercial expression.”

Constructed in 1820 for the Prince Regent, the building which today houses Burberry has a rich history. Down the year it has housed galleries, a cinema, livery stables and a radio broadcaster down the years.

By Paul Joseph