Burberry opens new Shanghai flagship

Located in the city’s Kerry Centre in Shanghai’s Jing An district, it’s the British brand’s eighth location in the city. Open from Monday, the store will get an official launch with an event on April 24 designed to bring London to Shanghai with an immersive digital Burberry experience. 

Inspired by the global flagship at 121 Regent Street in London, the space was designed to incorporate the best of British craftsmanship and materials, with a design concept developed by Chief Creative Officer Christopher Bailey.

The store is set over three floors that mix digital and physical displays, including a dynamic illuminated facade on the outside and over 40 video screens on the inside providing an immersive audiovisual experience. With the full Burberry lines in-store, there’s a dedicated watch area, and the first in-store Burberry Beauty room in China.

The technical magic also include RFID chips woven into pieces that trigger mirrors to turn into screens and showcase exclusive content like fashion shows and product videos. 

Shanghai-based fans of the brand can celebrate with exclusive men’s and womens ready-to-wear pieces and accessories, which will be available from April 25.