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Burberry, Shanghai

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Luxury brand Burberry has opened a new, tech-savvy flagship in Shanghai, its largest in China to date. Inspired by Burberry’s Regent Street flagship in London, the three-level store seamlessly blends digital and physical displays, immersing customers in the Burberry brand.

The space blends British craftsmanship and materials with cutting-edge technologies, starting with an illuminated façade that responds to changes in weather and natural light and also displays programmed animation. The store also is equipped with 40 video screens and 130 speakers that combine for a full audiovisual experience.

Radio-frequency identification (RFID) chips in clothing and accessories trigger multimedia content on mirrors, instantly transforming them into screens that show runway footage and exclusive product videos.

Other features include mobile checkout and “Customer 1-2-1,” through which sales associates can access shoppers’ preferences and shopping history.

Burberry Shanghai is based on a design concept developed by the company’s chief creative officer, Christopher Bailey.

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