Burberry has opened a new flagship store in Shanghai to bring the brand’s digital world to life as it continues to blur the “physical and digital”.

The brand used an integrated campaign to engage consumer- but not for the first time. Earlier this year, Burberry revealed a ‘digital innovation’ partnership with social platform WeChat, which has seen the luxury brand grow its Chinese social media and customer base.

Burberry has once again collaborated with mobile messaging service WeChat to create a “parallel social event” for the opening celebration of its new flagship store in Shanghai.

Before the event last night (24 April) followers were able to interact with a series of London and Shanghai skylines by shaking, swiping or tapping their devices.

After the event, interactive event “panoramas” were brought to life using a newly developed tool allowing users to immerse themselves in dynamic, 360 degree views of the London and Shanghai set at the store.

The Burberry Kerry Centre, the eighth store to open in the city, has been designed to offer consumers a “multi-sensory” experience in what the luxury brand has described as “part event space, part entertainment hub, and part store”.

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The long-term partnership between the luxury label and the mobile-based social network aims to ‘push the boundaries of the WeChat platform’ through a series of creative collaborations and ‘platform firsts’.

Earlier in the year Burberry followers on WeChat were able to view its London Fashion Week AW14 Womenswear show and personalise pieces from the catwalk. Users were also able to unlock exclusive audio content supplied by a senior member of the Burberry design team which provides insight into the inspiration behind the collection. Christopher Bailey, Burberry CCO commented: “WeChat opens up a huge new world of opportunity in the digital space – the exciting thing for us is the deeper and more meaningful way that we are able to tell our stories using this platform.”

The event in Shanghai also marked the start of a new collaboration with the Alibaba Group with the opening of the official Burberry Tmall.com store.

You can read more about the launch campaign from the Drum here.

Side Note: According to a recent study by ContactLab, Shanghai trumps even New York when it come to luxury shopping, with Shanghai residents spending an average of 1000 USD on their last purchase, double that of New York’s 500 USD. A Morgan Stanley report from last year has also predicted that Chinese travelers will top the list for luxury spending by 2015.

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