New Burberry Concept Debuts in London

Burberry Group Plc (London) has launched a new retail concept called Burberry Beauty Box in London’s Covent Garden.

The store will concentrate on the brand’s makeup, fragrance and accessories products.

Women’s Wear Daily reports that the store has a large digital component, including a digital “chandelier” made up of moving iPad screens suspended from the ceiling, which show seasonal Burberry beauty content. Other screens, fashioned into the shape of a Burberry check, play moving content in the store’s windows.

There’s also a digital runway nail bar with its polishes embedded with RFID chips that allow customers to virtually test nail colors on different skin tones on a screen.

Christopher Bailey, who is Burberry’s chief creative officer and soon-to-become ceo, told WWD that the Beauty Box brings together the brand’s fashion and beauty worlds, “merging physical and digital experiences that allow people to explore and combine Burberry makeup, fragrance and accessories in new, playful and exciting ways.”

Covent Garden, undergoing a luxury transformation, has recently become the new home to brands such as Chanel, Dior and bijou.