Burberry opens new Shanghai flagship store

British luxury fashion label Burberry is poised to open its new flagship store in Shanghai's Kerry Center today,

which is set to be the brand's largest store in Asia Pacific.

The new flagship store is the eighth store the luxury fashion label has opened in Shanghai, following its multi-year investment in China. The store aims to bring Burberry's “digital world to life” as the label continues to blur the lines between the 'physical and digital' world.

The three-leveled flagship store bears similarities to Burberry's global flagship store on Regent Street in London, following the store design concept that was developed by Christopher Bailey. The store's interior combines classic oak floors with British crafted furniture and Corinthian stone staircases.

Inside the store, radio-frequency identification technology chips have been woven into selected clothing and accessories which have been designed to trigger multimedia content of Burberry's products and runway footage on 'magic' mirrors. The store also features 40 video screens and 130 speakers, which are designed to immerse customers in a full brand experience.

However, it is the store's exterior with its illuminated, light-responsive facade that responds to weather and light changes whilst showing a programmed animation which has taken the labels use of digital innovation to another level.

The store also offers the first in-store Burberry beauty room in China, which features the labels full cosmetic and fragrance range. It also carried the widest range of Burberry's collections in Asia, including its London, Brit and Prorsum lines for women and men as well as childrenswear, accessories, a dedicated watch-section and footwear.

In honor of the stores opening, Burberry is set to host a opening event on April 24 and launch an exclusive limited-edition collection of the brand's ready-to-wear lines and accessories, which will include a limited-edition trench coat on April 25.