Thursday, December 19, 2013

Burberry opens new retail space and announces faces for S/S 2014

Courtesy of Burberry

It’s been a big week for Burberry, as the brand announced on Dec. 17 the new faces for its Spring/Summer 2014 campaign, which occurred on the heels of Monday’s opening of The Burberry Beauty Box in London’s Covent Garden. The new retail space unites Burberry beauty and fashion, with such innovation, leaving any stateside beautynista envious.

Burberry’s creative concept allows beautynistas and fashionistas to coexist and explore the interconnections of makeup, fragrance, and fashion through personalized physical and digital experiences. Building upon Burberry’s smashing September launch of “Brit Rhythm” for men, the brand aims to emphasize the relationship between its beauty and fashion offerings in a truly innovative avenue.

The brand will launch seasonal beauty looks to complement its runway collections and make them accessible via the introduction of Runway Made to Order, allowing customers to purchase beauty products from runway looks immediately online after the Burberry women’s wear shows.

Further in store features include:

  • The full Burberry Beauty collection of makeup and fragrance, as well as limited edition beauty products
  • Signature Burberry looks, created using a combination of makeup, fragrance, and accessories that connect Burberry fashion collections and Burberry Beauty
  • A digital experience, which features a custom built digital screen in the shape of the iconic Burberry check showcasing tailored content on the exterior façade and a 16 foot digital chandelier showcasing monthly beauty content
  • A “cash-free” retail environment allowing customers to pay using a mobile POS system on iPhones and iPads
  • Tailored gifting services with assistance from Burberry Beauty Stylists
  • A Digital Runway Nail Bar that offers a virtual experience for trying on the latest Burberry runway nail shades
Now that you’re wishing that you could take a quick jaunt across the pond, let’s take a look at the new faces of the Burberry Spring/Summer 2014 campaign. “There’s a distinctly English mood to this season -- a gentle, effortless, romantic quality, brought to life by a cast of bright young British talent,” said Burberry Chief Creative Officer Christopher Bailey. And yes, indeed there is.

Burberry is known to support new talent and this cast of young Brits certainly shows the brand’s support. The S/S 2014 Campaign features actor Jamie Campbell Bower, musician Leo Dobson, and British models Malaika Firth, Matilda Lowther, Neelam Johal, Callum Ball plus newcomer Jean Campbell. The campaign includes a cross platform experience that will feature outdoor and print advertising, Burberry online, Facebook, YouTube, Twitter, Google+, Instagram, and Pinterest. The Spring/Summer 2014 Collections will be available January 3, 2014, both in stores (worldwide) and at Burberry online.

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