Burberry recently overhauled their flagship store on Regent Street with some very innovative technology. Having read about it in the Evening Standard (“where the digital world meets the physical”) I decided to go and see it for myself so I could share it with our Snow Patrol readers.
I entered the store and the first thing which caught my eye was their 22 foot high screen. It was London Fashion Week and on this day in particular they were showing the Burberry Prorsum Womenswear show live:
I made my way round the store and was really impressed to see technology used in so many places. As I went up the stairs, I could see mannequins on the balcony, many of which had technology-enabled mirrors behind them:
The trench coats on the balcony caught my eye in particular. The mirrors behind each one brought character and meaning to the clothes through videos and imagery about the heritage of the famous Burberry trench:
On the second floor, many items of clothing also had video technology on show, displaying adverts or catwalks showing specific garments. This again brought the coats to life for the customer:
I also noticed that every member of staff was carrying an iPad, making stock management as well as customer service quick and easy in such an impressively huge store. Further on in-store there was also a ‘design your own trench coat’ area.
However, my favourite part of the whole experience was the ‘magic mirrors’. These were positioned in the changing rooms. The assistant stood in front of the mirror with an item of clothing and the mirror showed how the garment was made and even displayed a shot of it on the catwalk. This works thanks to microchip technology in the clothing.
I was really impressed by the whole experience. By connecting the traditions and heritage of their products with modern technology, Burberry are bringing their brand to life in a way that I hadn’t seen before.
If you haven’t been already, I recommend a visit – you won’t be disappointed!
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