Burberry has opened a new flagship store in Shanghai to bring the brand’s digital world to life as it continues to blur the "physical and digital".
The Burberry Kerry Centre, the eighth store to open in the city, has been designed to offer consumers a “multi-sensory” experience in what the luxury brand has described as “part event space, part entertainment hub, and part store”.
Externally, the animated façade of the store reacts to changes in natural light, while inside radio-frequency identification technology (RFID) is woven into select apparel, which triggers multimedia content on mirrors to showcase runway footage and product videos.
Other features include mobile checkout and ‘Customer 1-2-1’, through which shop assistants can access consumers’ preferences and shopping history.
The store opening follows a multi-year investment in China for the brand, which earlier this year revealed a 'digital innovation' partnership with social platform WeChat,