News • 30.03.2021

Burberry to launch virtual flagship store

Partnership with ELLE Digital Japan

Front and entry of a Burberry fashion store
Source: © Burberry PLC

In Burberry’s latest venture in digital innovation, the luxury fashion house has collaborated with ELLE Digital Japan to create an interactive virtual replica of its flagship Ginza store. Burberry regularly pushes the boundaries through creativity, exploring the relationship between physical and digital experiences to create exciting new concepts for its community and enhance personalised luxury commerce.

Customers will be able to navigate themselves around the virtual store and purchase items from Burberry’s Spring/Summer 2021 collection by selecting digital icons.

The Burberry Ginza store, which opened in November 2019, takes inspiration from the spirit and attitude of the fashion house’s redesigned flagship store, 121 Regent Street, in London. The store features a pistachio coloured façade, a colour palette of Burberry beige and pistachio throughout its interior and fixtures and plinths constructed in a variety of materials and textures from mirror to high-gloss finishes.

Mirroring the physical Burberry Ginza store, the virtual space is built out over three floors: the ground floor offers signature bags including the Olympia, the Pocket and the Lola Bags. The first floor offers a selection of womenswear from key outwear including the Waterloo and Kensington trench coats in Honey and Camden-fit car coats in black updated with graffitied logo detail, to pieces from the Spring/Summer 2021 collection. The second-floor, menswear, outerwear includes the Pimlico car coat and Horseferry print nylon car coat both in black, Spring/Summer 2021 styles.

Burberry and ELLE Digital Japan have also collaborated with actress Elaiza Ikeda to create five short styling tips films, which are accessible at touchpoints throughout the virtual store.

The virtual store experience will be available for one month from 19 March to 18 April on ELLE Japan and ELLEgirl Digital Japan.

Access the virtual store here.

Source: Burberry PLC

related articles:

popular articles:

Thumbnail-Photo: SWIX concept retail store in historic Lake Placid...
10.02.2021   #shop design #fashion

SWIX concept retail store in historic Lake Placid

Shopping for winter sports enthusiasts at Winter Olympic Games town

SWIX announced that this holiday season the brand is launching its first U.S. retail outlet, its Concept Store, at the Mt. Van Hoevenberg Ski Stadium in Lake Placid, N.Y. The story features a modern layout and design and will highlight products from ...

Thumbnail-Photo: A show-stopping retail environment with timeless appeal...
20.10.2020   #shopfitting #shop design

A show-stopping retail environment with timeless appeal

“The space respects people’s different ways of shopping”

When a long-established jewelry store prepared to make the move to a better-trafficked location, the owners saw an opportunity to embrace a new look that would appeal to a fresh generation of shoppers. While they wanted the new retail environment to ...

Thumbnail-Photo: A bold stroke: the new Joe Fresh flagship store...
02.12.2020   #shop design #fashion

A 'bold stroke': the new Joe Fresh flagship store

Interior design as point of memory for shoppers

The newly opened Joe Fresh Flagship store in Toronto offers an energizing environment experience. Designed by Burdifilek, the unique retail space embodies the essence of the Joe Fresh brand, resulting in a youthful, fashion-forward, and fresh ...

Thumbnail-Photo: Design and decoration in every nook and cranny...
21.10.2020   #shop decoration #shop design

Design and decoration in every nook and cranny

Let your eyes wander: Shop design ideas for ceilings and floors

Shopping is a 360 degree experience. Customers not only see what's at eye level, on shelves or on merchandise tables. The entire space – from the floor to the ceiling – helps to shape the impression created by the room. ...

Thumbnail-Photo: New flagship store by Molteni Group in Paris...
28.01.2021   #shop design #store branding

New flagship store by Molteni Group in Paris

“Lit and furnished like the wings of a theatre”

The Molteni Group is opening a new window on the world, in 22 Rue de Saints Pères, in the seventh arrondisement, the heart of the Parisian rive gauche. The spirit of a unique, evolutionary project, in line with modernity and true to its own ...

Thumbnail-Photo: Showroom, store, atelier and event space at Quartz Co.’s first boutique...
03.11.2020   #shop design #design

Showroom, store, atelier and event space at Quartz Co.’s first boutique

Contemporary Nordic Lifestyle as inspiration for shop and furniture design

Quartz Co., a company specializing in Canadian-made winter jackets, enlisted Blanchette Architectes, Rainville Sangaré, and A+ to develop its first retail space located at 5445 avenue De Gaspé, in Montréal. The furniture was ...

Thumbnail-Photo: When shopping becomes experiential
28.10.2020   #shop design #design

When shopping becomes experiential

Redesign of the Intrend Store in Montesilvano, Italy

Shopping becomes experiential thanks to the soft atmosphere and precious materials that define the style of the project in the new Intrend store in Montesilvano (Italy) designed by Italian architects Silvio Binini, Emanuele Piccinini, and Paola ...

Thumbnail-Photo: How COVID-19 vaccines will impact current shopping habits?...
08.02.2021   #security #brick and mortar retail

How COVID-19 vaccines will impact current shopping habits?

Americans still expect safety precautions in-store

For some, widespread vaccinations offer a glimmer of hope that life will soon return to normal. However, with many Americans (44 percent) planning not to receive the vaccine, consumers say vaccinations will hardly change their current shopping ...