Burberry opens its doors of new Shanghai flagship

Burberry opens its doors of new Shanghai flagship

Marking the British brand's eighth unit in the Chinese city

Image: WWD

Burberry will open its largest store in Asia Pacific today, a three-story space in Shanghai’s Kerry Centre that takes its design DNA from the brand’s global flagship in London

The new Shanghai store will offer the widest range of Burberry collections in Asia, including the Prorsum, Brit and London collections for men and women, as well as children's wear, accessories and shoes.

The space will also house the first 'Burberry Beauty Room' in the whole of China, which will carry the label's full cosmetics collection and fragrances. To coincide with the launch, the store will also carry an exclusive limited edition collection of men's and women's ready-to-wear and accessories from April 25.

Furthermore, Burberry showcasing it's appreciation for digital innovation – as the store has a myriad of digital elements in its design. It will feature an illuminated, light-responsive glass façade and 40 visual screens throughout that will play campaign, runway and product clips.

In addition to the new technological aspects, the design will also include details that are in the style of the Regent Street flagship in London, such as European oak flooring, Corinthian beige stone staircases and furniture made by expert British craftsman. 

The opening signifies the label's investment in China over the past four years, and The Kerry Centre store marks Burberry's eighth unit in Shanghai – as well as other openings in the L'Avenue mall, K11 Art Mall and Hongqiao Airport that have each launched in the past year.

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