A location for a flagship store was identified by the EMEIA team in London Covent Garden, an area that was turning into a Beauty destination. A compelling and distinctive concept for the new store was needed. Francesca Danzi led the idea generation efforts that gave birth to Burberry Beauty Box, a store created with gifting in mind. She then crafted the retail experience vision and strategy, with a full service proposition blending physical and digital elements. She was then instrumental in the opening of the store, in collaboration with the local teams, overseeing every aspect of the experience, from store design to digital animations and staff training.