Burberry have opened a Beauty Boutique in London’s Covent Garden. The boutique will stock the company’s extensive fragrance collections and make-up line. It features the Digital Runway Nail Bar which is said to offer a playful virtual experience for trying on the latest Burberry runway nail shades. By placing a Burberry Nail Polish onto an RFID-enabled platform, customers can choose their skin tone and “virtually” experience the selected nail shade.
The Burberry Beauty Box is also the brand’s first till-free retail environment. Payments are taken using a mobile point of sale system on iPads and iPhones, which also offer the option of digital receipts. According to Burberry, the space is designed to blur the physical and digital, encouraging customers to interact with the world of Burberry Beauty. The store features a custom-built digital screen in the shape of the iconic Burberry check showcasing bespoke content on the exterior façade. In addition, there is a 16ft “digital chandelier” showcasing monthly beauty content over multiple screens, with the aim of bringing new looks and products to life.
