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.