Decoded: Burberry’s London Flagship Store

Angela Ahrendts, Burberry’s CEO: “Walking through the doors is just like walking into our website. It is Burberry World Live.” One of the best retail experiences you could get in 2012.

Yes, this video is 6 years old already.

Concept stores are like concept cars. For me it’s particularly interesting to understand where technology show off ends and the real business starts. This Burberry’s flagship is a great example of a modern retail. So, how it works? Let’s look at the experience and break it into several key ares.


First thing you will notice, it’s a lot of digital screens around. Multimedia is not truly omni-channel. Still, it’s a wonderful way to show some magic around the products.

  • Extended imagery. One thing is to see the product on a hanger, the other — is to know the story behind it or how it looks in movement.
  • RFID-tags. Electronic triggers allows content to adjust to selected items by recognising its microchip.
  • Product services. Customisation. Another example of personal but not really personalised experience. You can get a Burberry bag with your very own engraved monogram, but the approach will be the same to all consumers.

Going beyond commerce is another trend to look into.

  • Weekly programming. Events to showcase emerging talent in music, film, theater and art are another great reason to talk about the store and to visit it.
  • Livestreams from/to the store. Audiovisual takeovers. Cool idea to immerse audience into brand atmosphere and create emotional imprint.


Personalised experience is usually one of the hardest to implement, cause it requires access to extended personal data and also the right usage of this information.

  • Purchase history. As declared, sales assistants at the Regent Street store are armed with iPads to keep a log of purchase history and customer preferences. This allows to tailor in-store experience for specific customer, the same way as it happening online with product recommendation.


There are not so many real omni-channel solutions showcased in the video.

  • Pick up in store. This must-have service is a nice way to drive additional traffic to the store. Still, with a lot of pick up points and supreme delivery this doesn’t sounds like the most convenient way to get your order.


Burberry store on Regent Street is a nice multimedia concept with some cool technologies in place, like digital mirrors or RFID tags on products that are able to influence the visual content. Still, not so many truly personalised and omni-channel experiences are present. Even after 6 years it doesn’t feel outdated.

Some questions are still open for me. E.g. how in-store staff could recognise people to access their purchase history? Most probably, it’s done by scanning membership card, physical or in-app.

P.S. If you have personal experience with the store, the brand or could tell more about the story, please, feel free to add anything in comments.

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