Luxury fashion label Burberry has today announced plans for a new flagship in Beverly Hills offering a blend of traditional store and digital experiences.
Set to open in late 2014, the freestanding store at 301 Rodeo Drive will be exclusively designed by Chief Creative Officer, Christopher Bailey and aims to create a “dynamic new brand experience”.
This latest store will recreate the new ‘Burberry World Live’ experience of 121 Regent Street in London by bringing all elements of the label’s online identity into a physical store.
Following the successful openings of flagships in London, Hong Kong and Chicago, the concept store seeks to offer innovative digitalisation and promises smart personalisation, retail theatre and a client service application providing real-time access to customer and product information.
In a statement, Burberry said: “This major investment in Los Angeles is a part of Burberry’s global flagship strategy, which is focused on optimizing significant brand opportunities in the most influential markets worldwide.”