{"id":167043,"date":"2020-07-31T13:17:00","date_gmt":"2020-07-31T13:17:00","guid":{"rendered":"https:\/\/www.theindustry.fashion\/inside-burberrys-trailblazing-social-retail-store\/"},"modified":"2021-08-06T12:06:43","modified_gmt":"2021-08-06T12:06:43","slug":"inside-burberrys-trailblazing-social-retail-store","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/inside-burberrys-trailblazing-social-retail-store\/","title":{"rendered":"Inside Burberry's trailblazing \"social retail\" store"},"content":{"rendered":"
British luxury house Burberry has taken the wraps off a trailblazing social retail store in the heart of\u00a0China's technology hub Shenzhen as it makes a play to attract the country's affluent young consumers and redefine the future of luxury retail.<\/strong><\/p>\n <\/p>\n The digitally immersive store is powered by Tencent technology, is a \"space of exploration\", designed to inspire and entertain luxury customers, where they can interact with the Burberry brand and product in \"new and exciting ways\",<\/strong> in person and on social media.<\/p>\n In what is described as the first step in an exclusive partnership with Tencent, the concept store takes interactions from social media and brings them into a physical retail environment.<\/strong> Through a dedicated WeChat mini program, customers can unlock exclusive content and personalised experiences and share them with their communities.<\/p>\n The store is made up of a series of spaces for customers to explore, each of which has its own concept and personality<\/strong> and its own interactive experience. The\u00a0store also celebrates the historic house codes as reinterpreted by chief creative officer Riccardo Tisci, including the Trench Coat, the Thomas Burberry Monogram, Nature and the Burberry Animal Kingdom.<\/p>\n \"I am fascinated by the balance between nature and technology, and the energy that connects the two. This store explores this relationship, blending the digital and the physical realms in an exciting new concept.<\/strong> I wanted to bring this love of the outdoors to life through all the elements of the store, which can be seen in the Burberry Animal Kingdom prints in the caf\u00e9 as well as in the fully immersive Trench Experience and even in the small details of the design materials. I really wanted to draw upon these familiar house codes to bring our community together in an interactive journey of discovery,\" Tisci said.<\/p>\n Key aspects of the experience are:<\/p>\n THE WECHAT MINI PROGRAM<\/b><\/p>\n