Burberry has opened the doors to its first store in partnership with Chinese technology giant Tencent. The store is in Shenzen, China and blends the physical and virtual world to produce an unrivalled immersive experience.
Central to the new store is a dedicated WeChat mini program, where each customer is given an animal character. The app allows customers to unlock exclusive content and personalised experiences, as they earn rewards through Burberry’s social currency feature. The rewards can range from exclusive items at the Thomas Cafe to exclusive content. The exclusive program also offers client services such as to book in-store appointments, reservations in the Cafe and the ability to learn about the products.
Creative director, Riccardo Tisci says that “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.”
Take a look around the new store, which is open now, below.