Burberry has today announced the opening of
Burberry Beauty Box
in London’s Covent Garden. This new retail concept brings Burberry
fashion and beauty together in an innovative format that allows
customers to explore the connections between make-up, fragrance and
accessories through personalised physical and digital experiences. The
Burberry Beauty Box features the full Burberry Beauty collection of
make-up and fragrance, as well as limited edition beauty products. The
space also houses Burberry accessories including sunglasses, scarves and
an exclusive selection of bags, available only in the Beauty Box. A new
look will be revealed each month, available to experience in store.
Continuing Burberry’s integration of digital technology into its retail
environments, the space features: a custom built digital screen in the
shape of the iconic Burberry check, showcasing bespoke content on the
exterior façade; a 16ft ‘digital chandelier’ showcasing monthly beauty
content over multiple screens, bringing new looks and products to life;
and the brand's first till-free retail environment. Payments are taken
using a mobile point of sale system on iPads and iPhones, which also
offers the option of digital receipts. The Digital Runway Nail Bar
offers a virtual experience for trying on the latest Burberry runway
nail shades. By placing a Burberry nail polish onto an RFID-enabled
platform, customers can choose their skin-tone and virtually experience
the selected nail shade. Burberry Beauty Box will also offer Beauty
Styling, Fragrance Discovery, Runway Nail Service, bespoke consultations
and one-to-one appointments.
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