Burberry has unveiled its largest and most technologically advanced store in the world in London’s Regent Street, which will provide an enriched and interactive experience for customers. In restoring the building, which was constructed in 1820 for the Prince Regent, Chief Creative Officer Christopher Bailey worked together with the best of British craftspeople.
The store houses British-made bespoke blackened bronze lanterns, furniture, plasterwork, timber paneling and flooring, traditional glass signage, and self-supporting stone staircases. Technology has been woven throughout the period architecture of the building and the 44,000 sqft space incorporates a digitally-enabled gallery, 500 speakers, and 100 screens including the tallest indoor retail screen in the world, which will engage customers through emotive brand content. Disruptive digital takeovers are synchronised across all screens and speakers at set times throughout the day.
RFID is woven into selected apparel and accessories, triggering bespoke multimedia content relevant to the products. There are mirrors that can turn instantly into screens with runway footage and exclusive video, and satellite technology enables the live-streaming of events into the store. Bespoke digital signage will feature in key areas, meeting customers with adaptable multimedia content. Store associates will use iPad apps that provide purchase history and customer preferences to enable a tailored shopping experience.
