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Burberry blends digital, physical in Shanghai flagship


London -- British luxury fashion brand Burberry blends digital and physical retailing at its new flagship in Kerry Centre, Shanghai. The three-floor location has been designed to offer multi-sensory experiences for its customers.

Inspired by Burberry’s Regent Street flagship in London, the Shanghai store incorporates 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.

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 shop assistants can access shoppers’ preferences and shopping history. The store also is equipped with 40 video screens and 130 speakers, designed to immerse customers in a full audiovisual experience.

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