“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.” Christopher Bailey, Burberry Chief Creative Officer.
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 personalized physical and digital experiences. The launch follows the establishment of beauty as the brand’s fifth product division in April 2013 and the launch of its most significant men’s fragrance to date, Brit Rhythm, in September. It builds on recent innovations that highlight the unique relationship between the brand’s fashion and beauty worlds, including:
– the launch of seasonal beauty looks to complement the brand’s runway collections;
– the introduction of beauty to Runway Made to Order, allowing customers to purchase beauty products from runway looks immediately online after the Burberry womenswear shows;
– an exclusive fashion capsule timed to coincide with the launch of Brit Rhythm.
THE COLLECTIONS
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 store. Customers can explore signature Burberry looks, created using a combination of make-up, fragrance and accessories that connect Burberry fashion collections and Burberry Beauty. A new look will be revealed each month, available to experience in store. All products are gift-wrapped in exclusive Burberry Beauty Box gift packaging.
THE SPACE
The space is designed to blur the physical and digital, encouraging customers to interact with the world of Burberry Beauty. Continuing the brand’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.
– 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.
www.burberry.com
