Burberry opens new Shanghai store
Burberry has opened a new flagship store in Shanghai as it continues its investment in China.
The store at the city’s Kerry Centre is the eighth Burberry store in Shanghai following openings within L’Avenue, K11 Art Mall and Hongqiao airport in 2013.
With a design inspired by the global flagship in London’s Regent Street, the store incorporates British craftsmanship and materials with the space reflecting a concept developed by Burberry chief creative officer Christopher Bailey.
Arranged over three floors, the store is part store and part entertainment hub and features an illuminated façade which responds to programmed animation and outdoor natural light. In addition, radio frequency identification chips have been woven into selected items of clothing to trigger multimedia content onto mirrors that transform into screens.
The store also offers customers mobile checkout and an immersive audiovisual experience via 40 video screens and 130 speakers throughout the store, including the first digital brand gallery in Asia.
While reporting on its second half results today, Burberry said its Asia Pacific region enjoyed double-digit percentage sales growth led by Greater China in the six months to 31 March 2014.
