News • 30.03.2021

Burberry to launch virtual flagship store

Partnership with ELLE Digital Japan

Front and entry of a Burberry fashion store
Source: © Burberry PLC

In Burberry’s latest venture in digital innovation, the luxury fashion house has collaborated with ELLE Digital Japan to create an interactive virtual replica of its flagship Ginza store. Burberry regularly pushes the boundaries through creativity, exploring the relationship between physical and digital experiences to create exciting new concepts for its community and enhance personalised luxury commerce.

Customers will be able to navigate themselves around the virtual store and purchase items from Burberry’s Spring/Summer 2021 collection by selecting digital icons.

The Burberry Ginza store, which opened in November 2019, takes inspiration from the spirit and attitude of the fashion house’s redesigned flagship store, 121 Regent Street, in London. The store features a pistachio coloured façade, a colour palette of Burberry beige and pistachio throughout its interior and fixtures and plinths constructed in a variety of materials and textures from mirror to high-gloss finishes.

Mirroring the physical Burberry Ginza store, the virtual space is built out over three floors: the ground floor offers signature bags including the Olympia, the Pocket and the Lola Bags. The first floor offers a selection of womenswear from key outwear including the Waterloo and Kensington trench coats in Honey and Camden-fit car coats in black updated with graffitied logo detail, to pieces from the Spring/Summer 2021 collection. The second-floor, menswear, outerwear includes the Pimlico car coat and Horseferry print nylon car coat both in black, Spring/Summer 2021 styles.

Burberry and ELLE Digital Japan have also collaborated with actress Elaiza Ikeda to create five short styling tips films, which are accessible at touchpoints throughout the virtual store.

The virtual store experience will be available for one month from 19 March to 18 April on ELLE Japan and ELLEgirl Digital Japan.

Access the virtual store here.

Source: Burberry PLC

related articles:

popular articles:

Thumbnail-Photo: Showfields comes to Washington D.C.
16.12.2022   #brick and mortar retail #sustainability

Showfields comes to Washington D.C.

Company has opened its fourth lifestyle discovery store at 3077 M Street NW in Georgetown

The NYC-based company Showfields is known for bringing shoppers immersive brand curations and experiential store design. The DC location is a unique display of sustainability – the previous tenant was Brooks Brothers, and the Showfields ...

Thumbnail-Photo: Baking fresh tradition that tastes great!
27.12.2022   #brick and mortar retail #food retail

Baking fresh tradition that tastes great!

Store design in the traditional bakery Mi Pan in Mexico City

Whoever buys their baked goods here will be wide-eyed at first – not only because of the huge selection of breads, pastries, nibbles and cakes. The store design of the Mi Pan bakery is also astonishing ...

Thumbnail-Photo: Dimension Materials & Surfaces at EuroShop 2023...
25.11.2022   #sustainability #shop building

Dimension "Materials & Surfaces" at EuroShop 2023

New Dimension shows the impact design can have in difficult times

Aluminium foam, translucent concrete surfaces or sheer gossamer structures that seem to balance the weight of massive boulders – visual “wows” are popular for staging the customer journey. The Materials & Surfaces Dimension at ...

Thumbnail-Photo: Acne Studios unveils its Yorkdale store
19.10.2022   #shop design #customer experience

Acne Studios unveils its Yorkdale store

Luxury fashion house unveils new store in Toronto's prestigious Yorkdale complex

Located in the prestigious Yorkdale complex, the first Acne Studios store in Canada opens 19 August 2022. Designed by Swedish architect firm Halleroed, the Toronto project follows the brand’s global store ethos – each location makes ...

Thumbnail-Photo: A dream in white and gold
10.11.2022   #brick and mortar retail #shop design

A dream in white and gold

Elegance and timeless appeal designed by Cecconi Simone Inc.

Some time ago, the Toronto-based design firm Cecconi Simone Inc. set out to create a harmonious and timeless design within the 3,500-square-foot retail space of a local jeweler, envisioning an aesthetic that was both sophisticated and approachable. ...