Burberry will open a three-story store in Shanghai’s Kerry Centre today, its largest in Asia Pacific.
To mark the launch, the company will unveil several experiential events. Burberry will host an event on April 24 that is designed to be an “immersive” journey through Burberry’s world. A “parallel experience” of the event will be created for WeChat users. Following the launch event, Burberry will hold its Burberry Acoustic events – live musical performances – in the store.
The store will also carry an exclusive, limited-edition collection of men’s and women’s ready-to-wear and accessories, including a limited-edition trenchcoat to celebrate the launch.
The new Shanghai store will offer the largest array of Burberry’s collections in Asia. It also will feature the first Burberry Beauty room in China to showcase the label’s beauty collection and fragrances. There will be a separate area for Burberry’s Britain collection of men’s and women’s watches.
Design details are reminiscent of Burberry’s Regent Street store. Burberry, known for its digital innovations, has incorporated plenty of digital elements including “40 visual screens throughout that will display campaign, runway and product content, and RFID chips woven into a selection of apparel and accessories, which will trigger mirrors to display video content of Burberry’s products or runway shows,” according to WWD.
The Kerry Centre store is Burberry’s eighth store in Shanghai.
image credit: burberry