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