- Danielle Wightman-Stone |
British heritage label Burberry has opened its latest US flagship store in Beverly Hills on North Rodeo Drive in Los Angeles.
Designed under the creative direction of Christopher Bailey, the flagship situated on the corner of Rodeo Drive and Dayton Way spans over four floors, and has been created to offer a “multi-sensory experience for customers” combining event space, an entertainment hub, a private space and a retail store.
The flagship has been designed to bring together the brand’s physical and digital worlds through the Burberry Retail Theatre concept, with the use of audiovisual experiences via 10 video screens and 130 speakers placed throughout the store, which will showcase brand content and broadcast live events.
The store houses the largest Burberry product range in Los Angeles, including Burberry Prorsum, Burberry London, Burberry Brit, and Accessories. In addition, the store also offers the first in-store Burberry Beauty room featuring the biggest Burberry Beauty area in the market offering the full Burberry fragrance and make up collections with specialist Burberry Beauty consultants offering personalised appointments.
It also features the Burberry Penthouse, a private suite on the top floor of the store with its own dedicated entrance and direct access to a garden rooftop terrace. This has been designed to offer a personalised and intimate shopping experience, with the suite featuring a fitting room, serviced pantry, bathroom and dressing room. The suite can also been used as an events space, with 360 degree views overlooking Hollywood.
The LA flagship marks the British fashion labels 78th standalone store in the Americas region across California, New York, San Francisco, Chicago, Miami, Toronto and Mexico City.