A couple of months ago Burberry opened it’s largest ever London store. It show cases what can be done with integrated digital in a retail experience. Covering four floors, the store has twenty five staircases, and a giant 22ft screen at the heart of the building, believed to be the largest in a shop.
121 Regent Street is the largest Burberry brand experience in the world. Technology has been woven throughout the period architecture of the building including a hydraulic stage, five hundred hidden speakers and a hundred screens. Other highlights include the bespoke section where customers can customise their own coat with trimmings of all colours and finishes and a display of the exclusive Regent Street line – a small collection of limited edition items which can only be found in the flagship. Also, don’t be surprised to see almost every member of staff with an iPad swinging from their shoulder – going to check stock ‘in the back’ is no more.
Some of the UK’s finest and most specialist craftsmen were involved in restoring the space to its historic relevance over two years, with lighting, flooring and other finishes installed by suppliers to many of the country’s historic royal palaces and stately homes. The result is a spectacular heritage setting that is the backdrop for digital innovation and experimentation. The building, which was constructed in 1820, has previously housed galleries, a cinema, livery stables and a radio broadcaster over the course of two hundred years. The facade still celebrates the original ticket hall stalls for the cinema which was among the first to entertain Londoners at the beginning of the twentieth century. A place of entertainment and interaction, Burberry Regent Street revives this rich heritage through the lens of digital technology today.