Normally, a new store opening isn’t much to shout about: but Burberry’s new, futuristic outpost in Shenzhen has plenty to offer.
Created in collaboration with Chinese tech giant Tencent, the store brings to new life to normally staid aspects of retail shopping through a bevy of Tron-like tech.
Tying it all together is Burberry’s WeChat mini program: upon registration, each customer is given a quirky animal avatar that evolves and grows the more they interact with the Burberry brand on social media— and you can rest assured that the new store has opportunities aplenty.
Inside, Burberry has tagged their products — including some of their latest collections and pieces that are exclusive to the Shenzhen store — with unique QR codes that provide additional information on each offering.
Even the fitting rooms have something new to offer: each of the three rooms come with their own unique creative concept that draws on Burberry’s house codes. Each room — dubbed the Animal Kingdom, Reflections, and the Thomas Burberry Monogram — come with a dedicated library of playlists to listen to. Don’t want to wait in the queue? You can pre-book your preferred room through the digital programme.
The more customers engage with the Burberry brand, the more rewards they earn: customers can unlock exclusive content, such as new outfits for their zoological avatars, and even exclusive dishes on the Thomas’ Café’s menu, which serves up a modern amalgamation of English and Chinese tea culture.
Rack up enough points and you might even be invited to the elusive “Trench Experience” room, a private space that pays tribute to Burberry’s iconic trench coat that’s packed with — what else? — a host of interactive experiences.
To celebrate the launch of the store, Burberry has also introduced the Burberry Shenzhen Capsule Collection, which brings with it a range of ready-to-wear pieces, such as t-shirts, sweatshirts and washed denim jackets bearing a unique metallic logo appliqué — though we’re especially partial to the jackets in the Thomas Burberry Monogram print made in sustainable Econyl fabric.
And in conjunction with the recent TB Summer Monogram collection, the store comes decked out in an array of cheery, summer-ready adornments: expect to see pool ladders, towering surfboards, and tiled floorings aplenty.