At 44,000 square feet, there’s no hiding the fact that Burberry‘s new Regent Street flagship in London is absolutely massive. But it’s not just sheer size the heritage brand is going for here—it’s digital integration. The store contains 100 screens and nearly 500 speakers that will broadcast brand content (runway footage, musical performances and more) throughout the day, and RFID (that’s radio-frequency identification) triggers have been attached to certain pieces of clothing and accessories throughout the space. That means that when you pick up, say, one of the label’s famous trench coats, you’ll be able to see how the outerwear was styled on the runway, or how it was crafted by Burberry’s design team.
With its cool new digs, Burberry‘s also aiming to personalize the shopping experience. Staffers will be equipped with iPads stocked with frequent customers’ sizes and recent purchase histories, for example, and shoppers will be able to pay via portable checkout devices (in the vein of Apple’s current setup).
As for our personal favorite feature at the Regent Street flagship? In a nod to the brand’s British heritage and the UK’s notoriously drizzly weather, the sound of rain will play from speakers throughout the space, accompanied by "digital rainshowers" displayed on screens. Who doesn’t feel like doing a little shopping when its raining outside?
Click through for some gorgeous imagery of Burberry’s new London flagship—and be sure to watch our livestream of the brand’s Spring 2013 show right here on Luckymag.com—it’s happening on September 17 at 11 am EST (or 4 pm over in the UK).
Photos courtesy of Burberry.
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- Shop Anna Dello Russo’s NYFW Style
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- Lookbook Love: Jil Sander Navy Spring 2013
- NYFW Spring 2013: Michael Kors’ New Order of Stripes
- Abigail Spencer at J. Mendel Spring 2013: Her Favorite Look, Plus Why She Shops the High Street
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