The dedicated beauty shop allows consumers to explore the connections between Burberry's make-up, fragrance and accessories through enhanced in-store experiences.
The store features a custom built digital screen in the shape of the Burberry check showcasing bespoke content on the shop's facade, a 16ft digital chandelier that shows monthly beauty content over multiple screens, and the brand's first retail free environment where payments are taken using an iPad or iPhone.
Alongside the digital showcasing of Burberry's beauty products and its physical services is a digital runway nail bar, where consumers can have a virtual experience trying out the latest Burberry runway nail shades by placing the polishes onto an RFID-enabled platform.
This week Burberry became the first brand to advertise on a giant new screen at the Piccadilly Circus display in central London, sitting alongside placements from Coca-Cola, McDonald's and Samsung.
In November the brand promoted Jenna Littler to the newly created role of senior vice president for marketing and communications across Europe, Middle East, India and Africa (EMEIA).
Littler, who previously headed up Burberry’s PR and corporate relations, will assume responsibility for the "strategic direction and execution of all marketing and communications activity" across the region.