In China’s Shenzhen city, Burberry has launched the first-ever social retail store that gives its customers a ‘phygital’ retail experience that blends the physical and social worlds into one immersive experience. Inaugurated on the 31 July, Burberry’s new-age store called Open Spaces is equipped with the WeChat mini program, powered by Tencent Technology, that allows customers to unlock exclusive products and share personalized experiences.
Each customer receives a digital animal avatar as they enter the store, and the character evolves as they interact with the space. The store also offers its customers Burberry’s social currency through the WeChat mini program that they can then use at Thomas café, a coffee house inside the store. The virtual currency also rewards them with access to The Trench Experience, a space created to celebrate the iconic Burberry trench coat.
The products feature QR codes that can be scanned to display information and visual aids on how to style them. “Burberry has been savvy and ahead of the curve in understanding the importance of social media and e-commerce in targeting Chinese consumers,” said Shaun Rein, founder of the China Market Research Group, in a statement to BBC.
Another fascinating feature is the fitting rooms that transport customers into a virtual world that they choose through the WeChat app. The themes reflect on the Maison’s values, ranging from a Burberry Animal Kingdom to a tribute to the Thomas Burberry Monogram. Within each fitting room, Burberry offers its customers a customized audio guide and playlist that they can enjoy as they experience the collections.
To celebrate the launch of the retail experience, Burberry has launched a Shenzhen Capsule collection, a new line that’s exclusive to the store and offers a selection of casual pieces for men and women, including jackets in the signature Thomas Burberry Monogram print. These are made in ECONYL® fabric, a sustainable nylon yarn made from regenerated fishing nets, fabric scraps and industrial plastic, which reflects on Burberry’s commitment to adopting eco-friendly practices.
Cover image credit: Burberry
