Burberry opens first standalone beauty shop
Luxury fashion brand Burberry has opened its first standalone beauty shop in Londons Covent Garden.
The Burberry Beauty Box sells the brand's full collection of make-up and fragrance, including limited edition products, together with accessories such as sunglasses, scarves and an exclusive selection of bags.
Burberry said the concept of the store had been designed to allow customers to explore the connections between make-up, fragrance and accessories through “personalised physical and digital experiences”.
In its windows, The Beauty Box features a digital screen in the shape of the iconic Burberry check which showcases bespoke content. The interior of the store features a 16ft “digital chandelier” displaying product and campaign content over multiple iPad screens, and a digital nail bar where customers can virtually try out shades of polish.
Chief creative officer Christopher Bailey said: “The Burberry Beauty Box brings together our fashion and beauty worlds, merging physical and digital experiences that allow people to explore and combine Burberry make-up, fragrance and accessories in new, playful and exciting ways.”
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