The walk-in website for fashionistas: Burberry’s hi-tech new superstore opens in London's West End ahead of Fashion Week
14:34 GMT, 13 September 2012
As the global fashion pack move from New York to London tomorrow all eyes are on our capital city.
With this in mind, classic British brand Burberry have pulled out all the stops to revamp their flagship store.
The existing store on Regent Street has undergone a fashion fabulous facelift and has been turned in to a walk-in website, mirroring the label's fashion forward digital world and offering a totally new shopping experience for the West End.
The new Burberry store on New Regent Street is the most digitally-enhanced ever
The store brings fashion and technology together and is home to some amazing new features
Just in time for this season's biggest fashion show, the label has created 'Burberry World Live' which has been designed to mirror their website.
It boasts nearly 500 speakers and 100 screens and notes to accompany the store launch describe it as merging fashion with technology and having many functions: serving as both and events space and innovation hub … meaning that shoppers can expect exciting digital add-ons like virtual rain showers and mirrors transforming into runways while they browse the beautiful trench coats.
There will be musical talent on display too with the launch of Burberry Acoustic: a live stage hosting creative talent.
And for those of us not lucky enough to join
celebrities and fashionistas at the shows, satellite technology means
that fashion fans can experience live streamed events direct from the store.
The shop will be used as both a creative space and a vendor of luxury goods
The building itself has a robust history which the brand want to maintain
The store itself is rich in history. Constructed in 1820 for the Prince Regent, the building has housed galleries, a cinema, livery stables and a radio broadcaster over the course of 200 years.
'Burberry Regent Street brings our digital world to life in a physical space for the first time, where customers can experience every facet of the brand through immersive multimedia content exactly as they do online.
'Walking through the doors is just like walking into our website. It is Burberry World Live.
We call Burberry a young, old company: forever moving forward while never forgetting our 156-year heritage. The fusion of history and innovation in Burberry Regent Street is the brand’s most comprehensive creative and commercial expression,' said Angela Ahrendts, Burberry Chief Executive Officer.
For those of you not lucky enough to be in the front row like Poppy Delevigne, Donna Air, Alexa Chung, Sarah Jessica Parker and Serena Williams, you can watch live shows in store
Christopher Bailey, Burberry Chief Creative Officer added: 'We are so excited to launch Burberry World Live at our new Regent Street flagship, bringing our physical and digital worlds together to create amazing experiences that encompass everything from fashion, to heritage, to music, to the Burberry Foundation.
Burberry Regent Street is one of the most architecturally and culturally significant projects we have undertaken.
In renovating this iconic London
building we have worked with some of the UK’s finest craftsmen to
restore a wealth of historic features, at the same time as pushing the
boundaries of digital technology.
result is a space defined by contrasts: at once imposing and intimate,
its juxtaposition of craft and innovation is designed to delight,
surprise and entertain.
is a reflection of how we approach everything at Burberry – revealing
the different layers of the brand's heritage within a modern context,
and forever celebrating design and expert craftsmanship.'
'Burberry Regent Street is one of the most architecturally and culturally significant projects we have undertaken' says Christopher Bailey