Burberry Beauty Box opens in London
THE luxury brand has unveiled a debut cosmetics store, packed with some forward-thinking digital features alongside many beauty treats.
Set in London’s famed Covent Garden shopping precinct, the new Burberry Beauty Box mixes “personalised physical and digital experiences” designed to foster connections between the brand’s different make-up, fragrance and accessories.
“The Burberry Beauty Box brings together our fashion and beauty worlds, merging physical and digital experiences that allow people to explore and combine Burberry make-up, fragrance and accessories in new, playful and exciting ways,” said Christopher Bailey, Burberry chief creative officer.
The store contains all the brand’s beauty lines as well as a selection of accessories and fragrances including Burberry Brit Rhythm, which launched in September.
There are also new seasonal beauty looks designed to complement the brand’s runway collections.
The Runway Made To Order has been expanded to the beauty lines, meaning that customers can shop for the new products online as soon as they appear on the catwalk. New looks will also appear each month, with accompanying instore experiences.
In store there are dedicated Beauty Stylists offering free one-on-one consultations for skin, eyes and lips, while you can also book yourself in for the Runway Nail Service with one of the brand’s professionals.
Perhaps the most exciting development is the range of digital developments including the Digital Runway Nail Bar, which offers “a playful virtual experience” for trying on the latest Burberry runway nail shades. You place a polish onto an RFID-enabled platform, choose your skintone and virtually experience the selected nail shade.
Designwise, it’s digital all the way, too. The space features a giant digital video screen on the exterior and a 4.88m (16ft) digital chandelier inside.
It’s also the company’s first till-free store, meaning that payment is done by staff armed with mobile payment software on their iPhones and iPads. — AFP Relaxnews