Burberry launches its first social retail store


August 4, 2020 | By RetailME Bureau

British luxury fashion retailer Burberry launches its first social retail store in Shenzhen, China, powered by Tencent technology. “A store of tomorrow for today,” Burberry’s first social retail store beautifully blends the physical and social worlds, offering a digitally immersive retail experience.

The Burberry social retail store takes interactions from social media and brings them into a physical retail environment. Through a dedicated WeChat mini programme, customers can unlock exclusive content and personalised experiences and share them with their communities.

The store comprises a series of spaces for customers to explore. Each has its own concept and personality and offers a unique interactive experience. Drawing upon Burberry’s rich heritage, the store celebrates the house codes, including the Trench Coat, Thomas Burberry Monogram, Nature and the Burberry Animal Kingdom.

As Burberry launches its first social retail store, chief creative officer, Riccardo Tisci, said, “I am fascinated by the balance between nature and technology, and the energy that connects the two. This store explores this relationship, blending the digital and the physical realms in an exciting new concept. I wanted to bring this love of the outdoors to life through all the elements of the store, which can be seen in the Burberry Animal Kingdom prints in the café as well as in the fully immersive Trench Experience and even in the small details of the design materials. I really wanted to draw upon these familiar house codes to bring our community together in an interactive journey of discovery.”

Spanning 5,800 sqft, the store features 10 rooms offering a truly interactive experience, with features including an interactive window that reflects the viewer’s shape and responds to body movement, creating a unique moment that can be captured and shared with friends. The interactive window also evolves through the seasons to reflect the latest collections and house codes. In addition, all products in the store are labelled with QR codes that connect to digital screens, further enhancing the in-store experience.

As a celebration of the signature Burberry trench coat, the Trench Experience room is designed as a digitally immersive journey through nature, bringing Burberry’s heritage of exploration to life and creating unique and personal content for the customer to share on social media.

Further, the store has a café named after founder Thomas Burberry, the Thomas’s Café – a dedicated space for the Burberry community to connect. Nature and Burberry’s Animal Kingdom are referenced throughout the café space.

 

For all the latest retail news from the Middle East, follow us on Twitter and LinkedIn, like us on Facebook and subscribe to our YouTube page.

Comments

comments

Previous Article Next Article

YOU MAY ALSO LIKE /



UAE gears up to celebrate this year’s National Day celebrations in the 

Continue Reading

November 28, 2021 | By Zubina Ahmed

UAE-based Etisalat Group has signed an agreement with elGrocer, a leading online 

Continue Reading

November 18, 2021 | By RetailME Bureau

Amazon.ae announced that the 11.11 sale is back once again this year 

Continue Reading

November 8, 2021 | By RetailME Bureau

Abu Dhabi Cooperative Society’s COOP City store is now open in Lake 

Continue Reading

November 3, 2021 | By RetailME Bureau

Union Coop, a consumer cooperative in the UAE, revealed that 78% of 

Continue Reading

August 24, 2021 | By Jibran Chouguley

Union Coop has opened its 23rd branch within the UAE in Jumeirah 

Continue Reading

August 2, 2021 | By Jibran Chouguley

Nando’s has revealed their revamped Sheikh Zayed Road outlet where newcomers and 

Continue Reading

July 8, 2021 | By Jibran Chouguley

UAE-based Al Maya Group announced that it will be boosting import of 

Continue Reading

June 24, 2021 | By RetailME Bureau

UAE-based grocery retail chain, Grandiose has opened its first hypermarket in Abu 

Continue Reading

June 2, 2021 | By RetailME Bureau

UAE-based Carrefour announced its theme and plans for Ramadan 2021. The brand 

Continue Reading

March 31, 2021 | By RetailME Bureau

Locally owned supermarket Spinneys celebrates 60 years of doing business in the 

Continue Reading

March 9, 2021 | By RetailME Bureau
Almarai, Carrefour, Emirates have the most loyal customers

UAE-based Carrefour will become the first retailer in the region to offer new levels 

Continue Reading

February 22, 2021 | By RetailME Bureau




Download Images RetailME Magazine