Burberry Goes Big in London

Burberry officially unveiled its largest store today in London, marking the first location to showcase the brand’s entire merchandise offer, Women’s Wear Daily reports.

Two years in the making, the store is located at 121 Regent Street in a former theater and a cinema with lots of digital technology built in, including video entertainment, live events and digitally enhanced services.

“It’s the physical incarnation of our website, the hub of everything to do with Burberry,” Christopher Bailey, the brand’s chief creative officer, told WWD.

Design details include custom-designed fixtures and fittings and original Art Nouveau hanging lamps in the main hall, which came with the building.