Burberry announced luxury’s first social retail store in China’s technology hub Shenzhen, blending the physical and social worlds in a digitally immersive retail experience – a store of tomorrow for today.
“Burberry has always been a brand of firsts, built on a belief that creativity has the power to open spaces. We test new ideas and push the boundaries of what’s possible. When it came to innovating around social and retail, China was the obvious place to go as home to some of the most digitally savvy luxury customers,” said Marco Gobbetti, CEO at Burberry.” Together with Tencent, we have pioneered a new concept that will redefine expectations of luxury retail. The first step in an exclusive partnership between our companies, Burberry’s social retail store in Shenzhen is a place of discovery that connects and rewards customers as they explore online and in store. It marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world.”
Powered by Tencent technology, the store, which opened in the new Shenzhen Bay MixC development 31 July 31, is a space of exploration, designed to inspire and entertain luxury customers, where they can interact with our brand and product in new and exciting ways, in person and on social media.
“‘Value for users, tech for good’ is Tencent’s mission. Through continuous efforts driving technology advancement, Tencent strives to provide better products and services to Burberry, and in relay to the consumers,” Martin Lau, president at Tencent, said. “Through the partnership with Burberry, we hope to provide our contribution in the upgrading of luxury retail, improving the quality of people’s lives, and promoting sustainable development, through which we hope to ultimately support maximizing the social value.”
The concept, which is the first step in an exclusive partnership with Tencent, takes interactions from social media and brings them into a physical retail environment. Through a dedicated WeChat mini program, customers can unlock exclusive content and personalized experiences and share them with their communities.
“I am fascinated by the balance between nature and technology, and the energy that connects the two. This store explores this relationship, blending the digital and the physical realms in an exciting new concept,” said Riccardo Tisci, chief creative officer at Burberry. “I wanted to bring this love of the outdoors to life through all the elements of the store, which can be seen in the Burberry Animal Kingdom prints in the café as well as in the fully immersive Trench Experience and even in the small details of the design materials. I really wanted to draw upon these familiar house codes to bring our community together in an interactive journey of discovery.”
The store is made up of a series of spaces for customers to explore. Each has its own concept and personality and offers a unique interactive experience. Drawing upon Burberry’s rich heritage, 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.
Thomas Burberry was an inventor and a dreamer. The new social retail store reflects Burberry’s pioneering history of firsts and ambition to continue to push boundaries through innovation and creativity. It is a unique space to test and learn, and to trial innovation that can be expanded to the rest of the Burberry network in China.
“We are delighted to see the successful launch of Burberry’s first global social retail store in Shenzhen,” Davis Lin, senior vice president at Tencent, said. “We regard this as the starting point for a new era of innovation. Through connecting social and retail environments, we will create innovative digital services and delightful experiences for our users, help brands build deep emotional connections with consumers, and support the laying of strong foundations for the long-term growths of brands.”
The Wechat Mini Program
In partnership with Tencent, Burberry has developed a custom mini program, which brings the store to life through exclusive content and personalised experiences that can be unlocked on WeChat. The mini program is a bespoke digital companion, tailored to enhance the way customers experience the store, whether they are there physically or virtually. Through it, customers can access features such as store tours and learn about products. It also provides a platform for dedicated client services, in-store appointment bookings, events and table reservations in Thomas’s Cafe, the in-store café and community space.
Social Currency
The more the customer engages with Burberry, the richer their experience becomes. Within the mini program, customers can earn rewards through the Burberry social currency feature, unlocking exclusive content and personalized experiences. Each customer is given a playful animal character that evolves as they engage in-store and social, with new characters and outfits to discover. Rewards range from exclusive café menu items to mini program content.
The Store
The new store features fixtures and plinths constructed in a variety of materials and textures, from plywood to mirror and high-gloss finishes. The store unveils a color palette of beige, pistachio, pink and blue, as well as references to the Thomas Burberry Monogram and the fawn print. The store features 10 rooms and offers a truly interactive experience.
