Creating Relevant, Cutting Edge Retail Branding Doesn’t Mean Reinventing the Wheel
In 2012 fashion retail brand Burberry launched their remodeled store at 121 Regent St London. But what at first glance looks like a traditional retail re-fit is -on closer inspection – a blueprint for reinventing a brand experience inspiring for retailers across every category.
The London Burberry Flagship store is a truly innovative space which seamlessly merges the traditional physical craftsmanship and cutting edge digital, creating a retail space that as much reflects the burberry.com online experience, as it does a fashion store.
The clip below shows the level of detailed integration of hand-crafted production that reflects the Burberry philosophy whether applied to clothing design and manufacture or architectural design and traditional building craftsmanship with a very clever array of consumer-centric, digital experiences that bridge the gap between bricks & mortar and online/mobile stores. The result is stunningly beautiful from both an aesthetic and a customer engagement point of view.
But what I love most about this inspiring piece of retail brand design is that the example doesn’t come from a brash young Turk, but from a brand with more than 150 years of tradition. The Burberry Regent St Store shows that a truly innovative, integrated approach to creating retail brand is all about the richness of the story telling, the level of engagement and the manner in which it enhances the customer experience. These attributes are equally applicable to any retail brand across virtually any category, regardless of their particular brand positioning. Very tasty food for thought…