Burberry merges digital and physical worlds

by The One Centre

11

April, 2013

11th April 2013

Burberry has launched a flagship store in London’s Regent Street, which merges the physical and digital worlds of Burberry in an engaging brand experience.

The aim is to “seamlessly blur the physical and digital worlds” and at the core of this idea is the use of art and entertainment to enhance the Burberry brand experience across all channels.

Play video

In a shocking twist the store, which Burberry calls “a celebration of British design and craftsmanship”, has been modeled on the Burberry.com site and was designed to be a physical manifestation of the online experience.

Burberry.com is a beautiful site brimming with luxurious product imagery, rich storytelling, brand films, music, history, Burberry experiences and so much more.

Burberry Chief Creative Officer Christopher Bailey said “Most of us are very digital in our daily lives now. Burberry is a young team and this is instinctive to us. To the younger generation who are coming into adulthood now, this is all they know.”

The space features all the shiny, stylish beauty you would expect from a Luxury store, along with all the latest coolest digital technology and brand entertainment that people have come to expect from Burberry.

Featuring a 38 square metre screen, 420 speakers, a hydraulic stage, ipads and digital screens throughout the store, there’s also a gallery featuring the history and heritage of the brand.

Products are tagged with RFID tags, which trigger content when touched or held by consumers – for example a handbag will launch a video about the craftsmanship behind the bag, while a dress taken into a change room may trigger a runway video.

There’s also choreographed audiovisual takeovers such as a digital rain shower that sweeps across the store’s screens and speakers.

“We’ve tried to choreograph it so that you have content specific to certain areas, but then all of a sudden the whole store turns into one rain cloud and makes you stop and smile,” said Bailey.

“It’s not just about shopping. The important thing for me is that when you go in, you feel entertained.”

The aim for the store is to give people a place to hang out and experience and explore the brand, Burberry also plans to host gigs  in-store and has already hosted its London Fashion Week show in the space.

Review

Luxury brands have long faced the tough challenge of how to translate the special and unique experience of the Luxury brand and its retail environment into the online space.

For these brands the retail experience is as important, in some cases arguably more important, than the actual products. From the storefront, to the way customers are greeted, the scent, the sound, the look, touch and feel, the staff, the customised service, the purchase process it all combines to create a unique brand experience that will keep you coming back.

Since the arrival of the internet and the ever increasing popularity of the online retail experience, the major question all brands – but perhaps most pertinently luxury brands – have wrestled with is how to recreate these experiences in the online space?

Burberry, however, is not one of those brands.

When Luxury brands were struggling to get their head around the internet, let alone social media, Burberry was launching The Art Of The Trench – “a living celebration of the Burberry trench coat and the people who wear it.”

The site is a collaboration between the brand and a host of leading photographers and style gurus including Scott Schulman and Magnum photographers as well as customers who are invited to upload their own pics.

Burberry moved quickly and fearlessly into creating an online brand experience that was aligned and complimentary to the physical brand experience. And key to this strategy was arts and entertainment. From The Art of the Trench to the many brand films hosted on Burberry.com and its YouTube channelto the Burberry Acoustic stream, which sees brands create dedicated acoustic performances for the brand.

Burberry’s strategy to create an authentic online brand experience has been completely reliant on the use of brand created content. So it is fitting now to see the brand has come full circle to seamlessly merge this online world back into the physical through this flagship store.

There’s no mistaking that Burberry has created an immersive brand experience. It is also a masterclass in how to bring transmedia ideas to life.

For Burberry the brand is completely transmedia. Everytouch point sings from the same songbook, while each presents a different part of the story.  From the products to the advertising, to its music credentials, to the website and now its physical retail presence, Burberry lives and breathes storytelling – even its press releases. link.

Burberry’s fearless embrace of the digital world and of the creation of branded arts and entertainment has also enabled the brand to redefine its image in the luxury marketplace. In the last decade the brand has been transformed from a tired brand loved by “chavs” into an edgy luxury brand.

Burberry’s flagship has reinforced the edginess the brand is keen to reinforce. First in employing a strategy which proudly and blatantly champions the digital space, a place many luxury brands still fear.

Secondly through the location and positioning of the store, situated on the busy tourist laden Regent Street it is a deliberate move to make the brand more accessible to a younger audience and a wider audience. Shifting away from more shiny, and stuffy locations such as Knightsbridge or Bond Street, This store becomes more like the Apple experience located up the road, a place to explore, experience and hang out.

Burberry’s fearless strategy to invest in creating entertainment and a focus on ensuring the brand is cultural relevant, have transformed it from a stuffy luxury brand to a modern, relevant and very hip Luxury brand. The pay off will be a young edgy audience that is transfixed by the brand and loyal.

The store itself is a work of digital art. Creating a retail space that at any moment could explode into a spectacular digital experience is impressive. The rainstorm experience is a genius creation merging art and commerce for a brand whose most iconic product is a raincoat.

There’s also the savvy move to create ‘mass customisation’ with Burberry Bespoke, where customers can create a made to order trenchcoat, which is available instore and online. Customers can choose colour, style, materials, buttons, lining and with a final special flourish have their initials sown into their custom coat.

The strategy is solid. Burberry has created a space to bring to life all the elements of the brand, while fusing the physical and digital. From the music of Burberry Acoustic to the brand storytelling through the gallery, brand films, product films, marketing films, the Art of the Trench, the brand experiences such as Burberry Bespoke, this is a living breathing testament to how to bring transmedia to life in a relevant way.

Verdict

Burberry has not created a retail space, they’ve created an immersive transmedia brand experience. This is a masterclass in how to create a seamlessly integrated brand experience.

Credits

Article By: The One Centre
Ideas and innovation company
Twitter @onecentregroup

Share

Share on Facebook
Share on Twitter
Share on Linkedin
Share via Email

Related Stories

Finance

Beyond is bringing transparency to the business of death

Food & Beverage

Lagunitas is brewing dope you can drink

Finance

Doconomy is a banking service with a conscience

Transport

Will Wing’s drone deliveries help or hinder bricks-and-mortar retail?

Health & Fitness

Oura ring is unlocking the secrets of sleep

Technology

Why millennials love paying for Lemonade insurance

Lifestyle

How Everlane’s radically transparent ethos is upending fashion

Health & Fitness

Recyclable glasses made simple from Dresden

Food & Beverage

Eat an Impossible Burger, save the world

News

Brands Disrupting the World: book now for our next ONEtalks

Health & Fitness

Sex education you can trust: how Clue is tackling taboos

Food & Beverage

Drinking Oatly is more than a trend. It’s a "paradigm shift"

Lifestyle

Mobile is at the heart of Nike’s House of Innovation stores

Centre News

The psychology of selling to the world’s ultra-rich

Fashion

The Phluid Project: Shaking up the gendered world of fashion

News

The One Centre acquires digital media agency Effilab Australia

Finance

Koho is taking back your dreams from the banks that stole them

Transport

Forget buying a Mercedes-Benz. Why not subscribe?

Technology

Behind the meteoric rise of the world's biggest vaping brand JUUL

Retail

Cult Korean eyewear label Gentle Monster takes on London

News

The One Centre presents the brands disrupting the world at ONEtalks

Transport

Uber has a better way to map data – and anyone can use it

Health & Fitness

Forget ‘stoner’ – MedMen is taking marijuana mainstream

Centre News

Four pillars of brand success – John Ford writes for Startup Daily

Fashion

Virtual celebrity Lil Miquela partners with Japanese label Ambush

Fashion

Oakley’s ode to obsession

Fashion

"Will finds a way" with Under Armour

Technology

Kengo Kuma is purifying the air at Milan Design Week

Technology

Facebook is building Willow Village. Would you live there?

Technology

Apple recruits Spike Jonze to welcome you home

Technology

Dot Watch is disrupting the Braille market

Transport

Is Hyundai Pavilion the darkest building on earth?

News

The One Centre presents ‘Disruption Needs Construction’ at Sydney Design Festival 2018

Transport

Nissan brings its tech to life with self-driving slippers

Fashion

Outdoor apparel brand Patagonia to sue the Trump administration

News

The One Centre is hiring creative directors. Here’s our manifesto.

Fashion

Tiffany & Co brings Breakfast at Tiffany’s to life with luxury collection

Products

Behind the scenes of OK Go’s ‘Obsession’

Fashion

The North Face combines daydreams and free skiing stunts in a mesmerising film

Fashion

Nike is fighting bots with augmented reality

Centre News

"The only way is up" - John Ford writes for Mumbrella

Fashion

Fashion house Yves Saint Laurent opens a museum in Marrakech

Transport

Volkswagen explores the father/son relationship in an emotional film

Technology

Meet Norman, a WebVR tool for doodling in space

Centre News

“Give Dove a break” - John Ford speaks to CMO magazine

Food & Beverage

Guinness saddles up Compton Cowboys for latest Made of More film

Products

Minimalist Japanese brand Muji expands empire with fresh food market

Technology

Teenage Engineering

Technology

A forest where gods live

Fashion

Louis Vuitton teams with Supreme for ultimate brand collaboration

Technology

Technological Nature

Technology

Playful Palette

Fashion

Nike creates graphic feast for Air Max

Transport

Volvo returns to safety positioning in masterpiece film for the new XC6O

Products

Ikea to employ Syrian refugees in social sustainability project

Technology

Screens of the future

Technology

Apple’s extravagant new campus brings brand values to life

Products

Transformative Appetite

Products

Dove launches Real Beauty Productions to tell stories of real women

Technology

Rapid Liquid Printing

Lifestyle

The brands coming out to support the LGBT community

Media & Entertainment

Abstract. The Art of Design

Retail

Target creates mini-musical spectacular for Christmas

Transport

Nissan creates mobile workspace

Lifestyle

Lincoln Motor Company taps Annie Leibovitz for campaign

Products

Braun creates hypnotic installation for London Design Week

Transport

BMW Films returns with an explosive short film

Fashion

Adidas Republic of Sports launches in China

Technology

Convert the world around you to Pantone with the new Pantone App

Experiences

Moleskine opens a cafe for creatives

Media & Entertainment

We're the Superhumans: Channel 4 returns with film series

Fashion

Activewear brand Lululemon expands into beer

Food & Beverage

Tiger Beer launches NYC pop-up store to showcase best of Asia

Products

P&G rolls out strong film in ongoing Thank You, Mom campaign

Products

Ikea launches brand collaborations

Fashion

Adidas creates sustainable shoes made from ocean plastics

Lifestyle

Google launches 360-degree interactive animated short film

Food & Beverage

Coca-Cola makes music with W Hotels

Finance

Save The Children returns with harrowing refugee film

Fashion

COS creates "show-stopping" installation

Fashion

Uniqlo aims for Utopia with flagship store relaunch

Food & Beverage

McDonald's transforms Happy Meal toy into VR experience

Technology

Samsung launches immersive brand experience store

Media & Entertainment

Lo and Behold: Netscout launches branded film at Sundance Film Festival

Fashion

Burberry teams with Apple to launch dedicated Music channel

Technology

Apple Watch creates blooming installation at Selfridges

Fashion

Nike targets women with luxury workout experience

Art & Design

HSBC soars in stunning elevator film

Hospitality

The Four Seasons Jet is the ultimate brand experience

Fashion

Savage Beauty: Iconic Alexander McQueen honoured in exhibition

Technology

Samsung film is a beautiful tribute to the power of technology

Fashion

Converse creates global exhibition to celebrate iconic shoe

Fashion

Leica and Moncler create Monumental exhibition

Technology

Wind Mobile celebrates human connections

Products

Lego targets architects with new product range

Products

GE revives iconic Moon Boot to celebrate role

Fashion

Nike's ‘Phenomenal’ World Cup experience

Fashion

Louis Vuitton Museum: a new level of branded art

Media & Entertainment

GQ to groom men with branded barbershop

Transport

BMW's iconic Art Cars Project launches global tour

Food & Beverage

Chipotle turns to literature in new project

Food & Beverage

Cornetto spreads the love with film series

Food & Beverage

Stella hits high note with Chalice Symphony

Finance

NRMA opens Crashed Car Showroom

Technology

Intel urges audiences to 'look inside' in film series

Fashion

Net-A-Porter launches glossy print magazine

Products

The Lego Movie hits cinemas worldwide

Food & Beverage

Guinness creates short film 'The Sapeurs'

Products

Dom Perignon and Jeff Koons create art

Fashion

Patagonia film celebrates the stories we wear

Fashion

Louis Vuitton's controversial exhibition

Food & Beverage

Chipotle wages war on Big Food

Technology

AT&T's brutal new film to stop texting and driving

Transport

BA tugs the heartstrings with Visit Mum film

Transport

Leave the world behind with Volvo

Technology

IBM & The World's Smallest Film

Fashion

Burberry merges digital and physical worlds

Lifestyle

Iconic landmark is on song with The Ship Song

Media & Entertainment

Bond's Skyfall is ultimate branded entertainment

Lifestyle

Red Bull goes Stratospheric

Transport

Audi showcases the future in Spheres

Technology

AT&T unveils transmedia experience Daybreak

Products

Google experiments with art and science

Technology

GE asks Australians for Two Words

Food & Beverage

Coca-Cola Moves to the Beat of London

theONEcentre

Strategy + Artistry

Ground Floor,
71 York St
Sydney NSW 2000
T +61 2 8096 9700
hello@theonecentre.com

for updates on The One Centre Group and our publications.

Back to top

theONEcentre

Strategy + Artistry