Burberry opens its new flagship store within the Kerry Centre, bringing every aspect of the British luxury brand to Shanghai.
The store opening marks the start of a new chapter for the brand in Shanghai, following a multi-year investment in China since acquiring the business in September 2010. Burberry Kerry Centre is the eighth store to open in Shanghai, following recent openings within L’Avenue, K11 Art Mall and Hongqiao airport in 2013.
Inspired by London
Inspired by 121 Regent Street, the brand’s global flagship, Burberry Kerry Centre brings its London flagship experience to life in the heart of Shanghai. Incorporating British craftsmanship and materials, the space reflects the architectural design concept developed by Chief Creative Officer, Christopher Bailey.
The flagship brings the brand’s digital world to life in a physical space, where customers can experience every facet of the brand from events, to music, to heritage, while housing the fullest breadth of Burberry collections in Asia.
Located over three floors in the centre of Shanghai’s Jing An district, Burberry Kerry Centre has been designed to offer multi-sensory experiences for its customers and communities, featuring exclusive products and services. Part event space, part entertainment hub, part store, the flagship is a dynamic and luxurious new brand environment.
A dynamic illuminated façade responding to both programmed animation and the outdoors while organically interacting with natural light.
Evolution of the Burberry Retail Theatre concept in China, offering immersive audiovisual experiences via 40 video screens and 130 speakers throughout the store, including the first digital brand gallery in Asia.
First in-store Burberry Beauty room in China, featuring the full Burberry fragrance and make up collections with specialist Burberry Beauty consultants offering personalised appointments.
A dedicated watch area showcases a wide selection of Burberry watches, including the fully expanded Britain collection for men and women.
Innovative use of radio-frequency identification technology (RFID). Woven into select apparel and accessories, RFID chips trigger unique multimedia content on mirrors that turn to screens instantly to showcase runway footage and exclusive product videos.
Online insights meet offline interactions to create a tailored and personal shopping experience, including mobile check-out and Customer 1-2-1 – through which store associates can access customers’ unique preferences and shopping history.
A programme of live events by the best in established and emerging creative talent will be hosted in-store, while satellite technology allows for the live streaming of events to a global digital audience.
An exclusive limited edition collection of mens and womens ready-to-wear and accessories, including the iconic trench coat, to celebrate the launch of the store will be available from 25 April.
Bringing London to Shanghai – 24 April 2014
To celebrate the launch of this landmark flagship, Burberry will be hosting an event in Shanghai on 24 April. Guests will be taken on an immersive, theatrical journey through the Burberry world of music, heritage, product and innovation – bringing the brand’s hometown of London to Shanghai.
The event will see the evolution of the Burberry and WeChat innovation partnership, offering WeChat followers an immersive, parallel event experience on the platform.