Photos and text provided by Burberry.
Burberry today announces the opening of The Burberry Beauty Box in London’s Covent Garden. The new retail concept brings Burberry fashion and beauty together in an innovative format that allows customers to explore the connections between make-up, fragrance, and accessories through personalized physical and digital experiences.
The launch follows the establishment of beauty as Burberry’s fifth product division in April 2013 and the launch of its most significant men’s fragrance to date, Brit Rhythm, in September. It builds on recent innovations that highlight the unique relationship between the brand’s fashion and beauty worlds, including the launch of seasonal beauty looks to complement the brand’s runway collections, the introduction of Runway Made to Order which allows customers to purchase beauty products from runway looks immediately online after the Burberry womenswear shows, and an exclusive fashion capsule timed to coincide with the launch of Brit Rhythm.
The Burberry Beauty Box features the full Burberry Beauty collection of makeup and fragrance, limited edition beauty products, and accessories including sunglasses, scarves, and an exclusive selection of bags available only in the store. Additionally, customers can explore signature Burberry looks which will be revealed each month.
The space itself is designed to blur the physical and digital, encouraging customers to interact with the world of Burberry Beauty. It includes a custom built digital screen in the shape of the iconic Burberry check showcasing bespoke content on the exterior façade, and a 16 foot ‘digital chandelier’ showcasing monthly beauty content over multiple screens. It is also the brands first till-free retail environment as all payments are taken using a mobile point of sale system on iPads and iPhones.
In-store experiences include The Beauty Box Bar, a Digital Runway Nail Bar, Beauty styling, Fragrance discovery, Runway nail service, Beauty refresh, and One-to-one appointments.