Burberry launches first luxury social store in Shenzhen

Burberry launches first luxury social store in Shenzhen

Burberry is one of the luxury fashion houses that always deliver excitement with its curated digital contents, and its latest retail store in Shenzhen does just that.

Touted as the brand’s first social retail store, the new store is a hive of digitally immersive retail experience that blends the physical and social worlds, creating a brave new shopping paradise for today’s digital-savvy customers. Powered by Tencent technology, the founder of WeChat, the store open in the MixC Shenzhen Bay today.

The store isn’t only swankily furnished with the Burberry elements that we are familiar with (think: the mirrored runway from the Burberry Autumn/Winter 2020 show), but also packed with a fun-filled interactive experience with the exclusive WeChat mini program - which is also the first step of partnership with the Chinese technology conglomerate.

Defining the meaning of shopping sensation, the WeChat mini program is a bespoke digital companion that can be used to explore the store physically or virtually with a host of features like store tours, product learning and appointment bookings, not to mention the Social Currency that allows each shopper to adopt and evolve a Burberry animal character as they engage in-store.

WeChat mini program aside, other highlights include Interactive Store Window that offers a photogenic opportunity with body movement reflection, QR Codes to discover product storytelling and earn social currency, and Thomas’s Cafe with ever-changing menus that can be unlocked with social currency.

Along with the store opening, Burberry also unveils a special capsule collection for the Shenzhen store.