The British luxury brand's newest flagship in Shenzhen is powered by Tencent and dubbed the company's first "social retail" shop
Burberry debuts its first "social retail store" in Shenzhen today—an interactive space that seamlessly blends brick-and-mortar shopping with social media and virtual digital experiences. Developed in partnership with and powered by Tencent, the shop at the Shenzhen Bay MixC in the HouHai District can be activated digitally through a dedicated WeChat mini-programme, which unlocks site-specific content and shareable assets.
"Burberry has always been a brand of firsts, built on a belief that creativity has the power to open spaces," Burberry CEO Marco Gobbetti said in a statement. "We test new ideas and push the boundaries of what’s possible. When it came to innovating around social and retail, China was the obvious place to go as home to some of the most digitally savvy luxury customers. Together with Tencent, we have pioneered a new concept that will redefine expectations of luxury retail. The first step in an exclusive partnership between our companies, Burberry’s social retail store in Shenzhen is a place of discovery that connects and rewards customers as they explore online and in store. It marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world.”
The new Shenzhen concept features a "series of spaces"—10 rooms across 5,800 square feet, each with its own dedicated virtual interactive experience.
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"I am fascinated by the balance between nature and technology, and the energy that connects the two," Burberry chief creative officer Riccardo Tisci said in a statement. "This store explores this relationship, blending the digital and the physical realms in an exciting new concept. 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 café 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."