Burberry flagship store; 121 Regent St

After discussing the luxury brand Burberry in depth throughout our seminars, I was intrigued to see first hand and understand the hype about their flagship store in the centre of the City, on one of London's most prestige shopping destinations.

To start, the outside windows were beautiful.

   

The visual merchandising in-store was seamlessly beautiful, chic yet fun just like the windows. The Christmas vibe was high as stacks of presents held Burberry accessories such as purses and bags. They were surrounded by little wooden toy men and women, dancing in circles, stacked 10 feet tall. They all held a little keyring or bracelet.

  

The thing that surprised me most was the sheer scale of the store. I knew Burberry were an extremely high profile brand world-wide but I didn't know they even had enough stock to fill the gigantic 19th Century building. There was room after room of countless scarves and classic trench coats, and then another staircase leading to a floor of shoes plus extras. The building itself really was stunning but the Visual Merchandisers did a beautiful job of creating a calm shopping experience. Not only did the visual merchandising make me feel at ease being an 18 year old student wandering around a luxury store (obviously unable to afford anything), but the staff were like no other I have ever encountered in a designer store- welcoming and friendly where staff would usually look down on me. They were happy for Grace to take these photos and it was such a pleasant change.

  

I would've liked to have seen more of the digital aspects rather than just digital posters in-store and there was features of interactive mirrors which disappointingly weren't working. Overall, I really was pleasantly surprised by my trip to the famous store and would love to go back next season to see what other visual merchandising they have to offer.