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Burberry Beauty Box a digital experience concept shop

| December 20, 2013 | 0 Comments

Burberry Beauty Box is the biggest box you will find, so many beauty, skincare, makeup enthusiasts have at one time received a “beauty box” in the mail through a membership club. Now with The Burberry Beauty Box in Covent Garden you don’t need to be a member, just rock up an get your beauty box filled with the collection of your choice, with a digital experience.

Burberry Beauty Box a digital experience concept shop

Christopher Bailey, Burberry Chief Creative Officer says: “The Burberry Beauty Box brings together our fashion and beauty worlds, merging physical and digital experiences that allow people to explore and combine Burberry make up, fragrance and accessories in new, playful and exciting ways.”

Christopher Bailey

The Burberry Beauty Box will carry the full Burberry Beauty collection each season, the space also houses Burberry accessories including sunglasses, scarves and an exclusive selection of bags, available only in the Beauty Box. Customers can explore signature Burberry looks, created using a combination of make-up, fragrance and accessories that connect Burberry fashion collections and Burberry Beauty.

Burberry Beauty Box a digital experience concept shop

Of course where would we be without Burberry’s digital integrations? The shop is wrapped with digital screens showing promotional imagery, inside the store a 16-foot “digital chandelier” featuring beauty content that will change up every month.

For the nail lovers and we know there is a global following a “virtual nail bar” to experiment with different shades from Burberry’s range. For the first time ever, Burberry has also done away entirely with cash registers: All payments are made on iPhones and iPads wielded by the store’s associates.

If you’re more into real-time experiences, the Burberry shop will offer bespoke gift sets that you can mix and match yourself; a beauty bar with looks inspired by the label’s lines Brit, Body, Tender and Icon; fragrance consultations and complimentary makeup refreshes.

Burberry Beauty Box a digital experience concept shop

Burberry Beauty Box Bar

The Beauty Box bar is the gifting hub of the store, showcasing make-up, accessories and fragrance and offering a unique, tailored gifting service. Assisted by a dedicated Beauty Stylist, customers can put together signature looks or mix and match products to create a bespoke look – as gifts, or for themselves.

Burberry Beauty Box Digital Runway Nail Bar

The Digital Runway Nail Bar offers a playful virtual experience for trying on the latest Burberry runway nail shades. By placing a Burberry nail polish onto an RFID-enabled platform, customers can choose their skin-tone and virtually experience the selected nail shade.

Burberry Beauty Box Beauty Styling

Customers are invited to discover Burberry signature looks and monthly colour trends.

Brit – an irreverent look inspired by music

Body – a natural, nude look

Tender – a fresh, dewy look

Icon – a timeless look inspired by the Burberry icons

Burberry Beauty Box Fragrance Discovery

A complimentary one-to-one consultation with a Burberry Beauty Stylist to discover your ideal Burberry fragrance.

Burberry Beauty Box Runway Nail Service

Shape and color mini manicure using Burberry nail shades.

Burberry Beauty Box Beauty Refresh

A complimentary bespoke consultation for skin, eyes and lips. The one-to-one express service refreshes and enhances the skin, eyes and lips using product selected from the full Burberry make-up collection.

Burberry Beauty Box One-to-one appointments

Combining professional make-up skills with fashion styling expertise, Beauty Stylists offer consultations that include make-up, fragrance and accessories in a dedicated space on the first floor, which benefits from natural light through the store’s multiple skylights.

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Category: Brand, Design, lifestyle

About the Author ()

PhD in Consumer Engagement - the engagement of customers with one another, with a company or a brand. The initiative for engagement can be either consumer- or company-led and the medium of engagement can be on or offline. With a strong focus on fostering consumer experience innovation, I seek out brands, product, service and experience providers that thrive to define the art of customer engagement.

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