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We’ve talked about Burberry before & a couple of weeks ago I was lucky enough to get a peep behind the scenes of the famous flagship store at 121 Regent Street.

Burberry 121 Regent StreetBurberry 121 Regent Street mapBurberry 121 Regent Street

Interior Burberry 121 Regent StreetInterior Burberry store 121 Regents Street

Housed in a historical gem remodelled in ‘Burberry Marble’ the renovated store opened in September 2012 with CCO Christopher Bailey‘s aim of bringing the online brand experience to life in a physical store evident throughout. From the 7m digital screen that shows the live feed from every runway show- to the digital mirrors that read the RFID codes embedded in handbags and give you an onscreen product tour.

Digital screen BurberryRFID reading mirror Burberry

As in any flagship store customer service is paramount- 121 Regent Street has 24 hour collection, product turnaround times of between 2 & 4 minutes, and transactions through ipads. There’s even an ipad corner in the children’s department to keep the little ones happy.

Ipad table Burberry

The store houses all the brand’s collections including a mini-me children’s section and the Regent Street collection of limited edition pieces available exclusively in-store.

Gold feather trenchcoat BurberryFeather skirt trenchcoat

Gold feather trenchcoat BurberryGold alligator trenchcoat Burberry

As well as Burberry Bespoke, there is an in-house tailor and product customisation is also available. Customers are encouraged to post their Burberry trenchcoat selfies in the online gallery- Art of the Trench.

https://vmcfashion.files.wordpress.com/2013/07/p1140844.jpgBurberry Bespoke

Happy that his digital/physical hybrid offers the best of the on and offline Burberry experience, see Christopher Bailey introduce the store here: