The famous British brand Burberry finally opened its new flagship at the centre of Shanghai, in the Jing Ai district. The brand continues with its new digital concept by launching this boutique where digital and cosmetics are combined to help clients make the best choices.
The new Burberry flagship
Burberry launched its new flagship last April. Located in the heart of Shanghai, the boutique was inspired by 121 Regent Street, the brand’s flagship in England. The latter was imagined by Christopher Bailey, the Chief Creative and Chief Executive Officer of Burberry.
From the famous London boutique, the eighth boutique in Shanghai has kept the key digital elements and British-made decor. The store bears 40 video screens and 130 speakers accompanying clients with each step taken across the boutique’s three floors, as well as large and brightly lit spaces where an illuminated facade changes with the natural light outside.
Similar to the brand’s Covent Garden Beauty Box opened in December, the Shanghai flagship includes the brand’s first Beauty room.
Based on the same concept as the London Beauty Box, this space enhances the different cosmetics collections; its fragrances and complete sets of beauty products. Advisors will guide clients during their visit.
This new flagship is the brand’s eighth boutique in Shanghai. Present at the opening were the brand’s ambassadors, Cara Delevingne and Suki Waterhouse.