Burberry Opens Tech-Savvy Social Retail Store in China

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Today, Burberry takes the customer experience to a new level with the opening of its new social retail store in Shenzhen, China, the result of an exclusive partnership with Tencent. The first-of-its-kind store blends the in-person shopping experience with social media, reflecting the British label’s rich history of firsts and commitment to pushing creative boundaries.

Intended to inspire and entertain engaged customers, the store serves as a unique play space for the trials of innovation. Customers will interact with a bespoke WeChat mini program, a digital companion in the form of an animal avatar that helps users to unlock exclusive content, partake in one-to-one client conversations, book in-store appointments, and share their experiences with their own digital communities. As customers engage with the store and platform, they earn social currency that can be applied to in-store rewards or special mini program content.

According to Burberry CEO Marco Gobbetti, China was the ideal location for a retail store of this caliber. “Burberry has always been a brand of firsts, built on a belief that creativity has the power to open spaces,” he said. “We test new ideas and push the boundaries of what’s possible. When it came to innovating around social and retail, China was the obvious place to go as home to some of the most digitally savvy luxury customers.”

Keeping in line with new house codes as established by Burberry Chief Creative Officer Ricardo Tisci, the store celebrates the signature Thomas Burberry monogram, trench coat, and Burberry animal kingdom throughout its layout. Fitting rooms are walled with monogram initials, while the exclusive Trench Experience provides an immersive journey through nature. Surrounded by a soft color palette of beige, pistachio, pink, and blue, customers also have the option to dine in Thomas’ Cafe, a community space named after the legendary founder.

Also featured in-store is an exclusive capsule collection as well as a Thomas Burberry Summer Monogram pop-up. The collection features a casual selection of men’s and women’s t-shirts, sweatshirts, and washed denim jackets with a metallic logo appliqué. The series of in-store pop-ups will celebrate the fun and spontaneity of summertime as inspired by the architecture of skate parks and swimming pools, accented by the TB monogram.

For Tisci, the store marks a dynamic step for the fashion house. “I am fascinated by the balance between nature and technology, and the energy that connects the two,” he said. “This store explores this relationship, blending the digital and the physical realms in an exciting new concept.”

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createdAt:Thu, 30 Jul 2020 16:10:24 +0000
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