Burberry launches social retail store in Shenzhen, China

It showcases an interactive window upon entrance.

Burberry has launched its first luxury social retail store in Shenzhen, China powered by Tencent technology, according to a press release.

The concept takes interactions from social media and brings them into a physical retail environment. Through a WeChat mini program, customers can unlock exclusive content and personalised experiences and share them with their communities.

The store was designed as a space of exploration, where customers can interact with their brand and product both in person and on social media. Each space in the store has its own concept and offers varying interactive experience.

For example, an interactive window can be viewed upon entrance, showcasing a living sculpture that reflects the viewer’s shape and responds to body movement. The window evolves through the seasons to reflect the latest collections and house codes.

The store also celebrates the house codes as reinterpreted by Riccardo Tisci, including the Trench Coat, the Thomas Burberry Monogram, Nature and the Burberry Animal Kingdom.