Photo: Courtesy of Burberry.
Beauty junkies, we've found your next thrill. It’s the Burberry Beauty Box, the latest retail experience from the It Brit label.
The brand has opened its first brick-and-mortar beauty store in Covent Garden with the aim to fuse its digital expertise into every aspect of the venture. Outside the store, you're welcomed by a custom-built screen in the shape of the label’s signature check showcasing enticing visuals. Inside, a 16-foot digital chandelier constructed of multiple screens displays a dazzling array of beauty inspiration. It’s even a till-free zone with iPads and iPods replacing the traditional cash-register format.
The entire beauty and fragrance collection is available alongside a tight edit of accessories and handbags exclusive to the store. Want more? Burberry is offering a Digital Runway Nail Bar, which allows you to test shades virtually before you buy, a Runway Nail Service, fragrance and makeup consultations, as well as one-to-one appointments. Seriously. Run, don’t walk.
Where: Burberry Beauty Box, 3A The Market Building, Covent Garden, London, WC2E 8RF. No phone.