Burberry Launches Shanghai Flagship

Burberry (London) will open its eighth store in Shanghai and its largest in the Asian Pacific region today. The store will carry the Prorsum, Brit and London collections, children’s wear, shoes, watches and accessories, as well as the company’s first Burberry Beauty room in China, featuring the brand’s fragrance and beauty products.

Juxtaposed amid the traditional English styling of the Burberry brand (European oak flooring, Corinthian beige stone staircases and custom furnishings from British craftsmen), the store is merchandised with several digital elements, including an illuminated, light-responsive glass façade, 40 screens displaying company content, and RFID chips woven into a select products which trigger mirrors to display relevant video content. On April 24, the store will celebrate with an event the company describes as an “immersive” Burberry experience, along with a virtual “parallel experience” on the Chinese social network site WeChat.