Burberry: Digital Domain

The concept behind Burberry’s flashy new flagship store on Regent Street in Central London is that it is a physical manifestation of the company’s website.

The store is filled with high-tech innovations, such as the microchips, inserted into clothing throughout the store, which can be read by nearby computers using RFID technology. For example, a customer can enter a fitting room with a shirt and the mirrors in the room will light up with videos displaying the shirt being worn at the last Burberry fashion show or a documentary on how it was made. Even the payment process is meant to mimick the ease of the online experience — instead of lining up at a register, a credit card reader is brought to you while you wait on a sofa. Although it is the biggest Burberry in the world, the new store reflects the brand’s new philosophy that digital comes first.