Burberry had recently launched its World Store, the new, global brand site where customers could immerse themselves in the brand world and values, finding not only the vastest assortment of any location, but also beautiful content, fascinating stories, engaging experiences and British music, everything the brand stood for. Angela Ahrendts wanted a physical version of that online site, a physical manifestation of the brand DNA and vision for the future.?
A multi-functional team of architects, engineers, creatives from all sorts of disciplines, customer experience specialists and business professionals was put together to solve the challenge. Key questions led to the design of the 121 Regent Street store experience: how can we bring our values to life in a physical space, for a connected, millennial customer? How do we want the customer to feel? What do want them to experience before, during and post visit? What do customers tell their friends and post on social media? Francesca Danzi was responsible for designing the in-store customer experience and ensuring staff engagement and training around the new service proposition and technology supporting it.
The Store was conceived as an experience destination, with a central space fit to host a stage for live performances and the tallest indoor retail screen in the world. The store was fitted with over 500 speakers and 100 screens. Entertaining elements included electronically orchestrated ?digital rain showers? and full-length screens scattered around the store which could be smoothly switched to act as mirrors when needed. Sales associates were equipped with technology to offer personalized and timely service. Physical and digital were forever blurred in a carefully designed retail experience that made customers engage and build new, emotional connections with the brand.
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