Burberry has announced the opening of a new concept store in London and we can’t wait to cross the pond and visit it. Housed in historic Covent Garden, in the heart London’s theatre district, Burberry Beauty Box smudges the lines of beauty and fashion by bringing both into one interactive space. Customers not only get to shop the beauty and accessories collections featured in the space, they can now virtually explore the collections in-store.
The Box’s innovations are deluxe, to say the least. From a 16-foot chandelier with screens stacked to form the Burberry check, which will showcase monthly beauty content and products, to staff carrying iPads and iPhones to take payment from customers—much like Apple stores (au revoir lineup!)—this might just be Burberry’s most innovative boutique yet. It doesn’t stop there: the Bar will host an array of beauty stylists who aid shoppers in their makeup pairings and a Digital Runway Nail Bar—arguably the shop’s chicest gadget—a touch-screen tool that offers various skin-tone options to test out runway nail styles on digitized hands. We know where we’re headed during London Fashion Week, see you there!