Celebrating the launch of its biggest flagship store in all of asia while raising its profile in one of the most booming luxury markets there, burberry recently pulled off a prestigious hi-tech showcase at Beijing’s television center. Around 1,000 guests viewed Burberry’s latest collection on gigantic video screens while actual models strutted their stuff on a catwalk, alternated by holograms of models through virtual image technology. The new flagship at Sparkle Roll Plaza is big, a whopping 12,500 sq.ft. to be precise, and is designed according to the brand’s newest specifications as set by its creative director Christopher Bailey. It comes fully equipped with the latest in technology, including touchscreens for customers and ipads for staff.
The store will carry Burberry’s coveted Burberry Prorsum collection as well as the London, Brit and Sports lines plus the full range of men’s, ladies and children’s apparel, leather goods and accessories, fragrances, watches and glasses. In a massive expansion move, Burberry plans to double the number of stores in china – from the current 57 – in the next few years. Location: Sparkle Roll Plaza, 87 Jianguo Lu, Shop L02 [Chaoyang].