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Christopher Bailey says Burberry’s new flagship store is one of the most “culturally significant projects” they have ever undertaken.
The luxury label opened its largest ever London store on Regent Street, UK, on September 14, 2012. The new shop is designed around the brand’s website and has rooms that mirror the different sections available online.
"Burberry Regent Street is one of the most architecturally and culturally significant projects we have undertaken," Christopher told Vogue Online.
"In renovating this iconic London building we have worked with some of the UK's finest craftsmen to restore a wealth of historic features, at the same time as pushing the boundaries of digital technology," said Bailey.
"The result is a space defined by contrasts: at once imposing and intimate, its juxtaposition of craft and innovation is designed to delight, surprise and entertain. It is a reflection of how we approach everything at Burberry - revealing the different layers of the brand's heritage within a modern context, and forever celebrating design and expert craftsmanship."
The 44,000 square-foot store is housed in a beautiful Grade II listed building, dating back to 1820. The historical features of the building are designed to contrast cleverly with the shop’s technological edge.
Weird and wonderful features include Burberry weather “moments”, where digital rainstorms rage as customers shop, and mirrors which flip to show the item you are trying on as it appears on the catwalk.
"Burberry Regent Street brings our digital world to life in a physical space for the first time, where customers can experience every facet of the brand through immersive multimedia content exactly as they do online," Burberry CEO Angela Ahrendts explained. "Walking through the doors is just like walking into our website. It is Burberry World Live."
In honour of the new store, the label has launched an exclusive Regent Street collection, based around the colour gold.