British luxury brand Burberry has opened a new flagship in China – at Kerry Centre in Shanghai.
The store opening marks the start of “a new chapter for the brand” in Shanghai, following ongoing investment in China since acquiring the business in September 2010.
Burberry Kerry Centre is the eighth store to open in Shanghai, following recent openings in L’Avenue, K11 Art Mall and Hongqiao airport in 2013.
Inspired by 121 Regent Street, London, the brand’s global flagship, Burberry Kerry Centre incorporates British craftsmanship and materials, reflecting the architectural design concept developed by chief creative officer, Christopher Bailey.
Digital installations allow customers to experience every facet of the brand from events, to music, to heritage, and the store houses the largest range of Burberry collections in Asia.
Located over three floors in the centre of Shanghai’s Jing An district, the store has been designed to offer multi-sensory experiences for its customers and communities, featuring exclusive products and services. It is part event space, part entertainment hub and part store.
Among the highlights – 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.
An exclusive limited edition collection of men’s and women’s ready-to-wear and accessories, including the iconic trench coat, to celebrate the launch of the store will be available from April 25.
To celebrate the launch of this landmark flagship, Burberry will be hosting an event in Shanghai on April 24. 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.
