British luxury brand Burberry has opened first flagship store in Taiwan and its largest in the Asia-Pacific.

The 14,800 sqft store, located on the fourth level of 101shopping centre in Taipei, is the brand’s 22nd store in Taiwan.

Designed by Burberry’s chief creative officer Christopher Bailey, the boutique is equipped with 9 x 5 LCD screen walls featuring Burberry’s news feeds from head office in London. This is a part of Burberry’s Retail Theatre concept which enables customers at the exclusive in-store digital events to experience the clothes, the music, the energy and the atmosphere in real time and have the unique opportunity to receive their orders in just seven weeks.

“This is… a multi-functional and modern space that perfectly reflects the brand and everything it stands for today,” said Bailey.

Taiwanese pop star Jolin Tsai joined Bailey to host the launch of the boutique, which started with an event called Burberry World Live, featuring music and fashion highlighting Burberry’s tradition. British musician Tom Odell performed live at the event followed by a DJ set by British-Chinese actor/DJ Tom Price.

The boutique carries Burberry collections including Burberry Prorsum, Burberry Beauty, Burberry Sport, Burberry London and Burberry Brit.

Burberry, a global luxury brand with British heritage, core outerwear and large leather goods base, has current network of 192 retail stores, 208 concessions, 44 outlets and 57 franchise stores as of March 31 this year.

For the six months to March 31, Burberry’s retail revenue accounted 72 per cent to £743 million (US$1.20 billion) of the total revenue of £1027 million (US$1.66 billion), led by flagship markets in the UK, France and Greater China.

Burberry’s CEO Angela Ahrendts said: “While we remain vigilant about the external environment, our global teams continue to focus on optimising our core brand, digital and cultural initiatives, while investing to drive sustainable, profitable growth.”

GB