Burberry creates digitally enhanced beauty store

Burberry: opens store in Covent Garden
Burberry: opens store in Covent Garden

Burberry has opened The Burberry Beauty Box, a new retail concept housed in Covent Garden that uses personalised physical and digital experiences.

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.

Burberry Covent Garden store interior

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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend
Viral Review: One Direction perfume 'prankvert' should have been a bigger hit
German beer brand Warsteiner tells drinkers to 'do it right'
SSE signs 10 year deal to sponsor Wembley Arena