LONDON — Burberry is looking to break new retail ground in Shenzhen, China, today with a store that fuses physical and digital elements and asks shoppers to press their WeChat accounts into action as they game their way around the store, making virtual, and real life, discoveries.
The 5,800-square-foot store spans 10 rooms and was created in collaboration with WeChat’s owner, Tencent. Opening on Friday in the new Shenzhen Bay MixC development, it wants to offer the world’s most sophisticated digital audience experiences that can straddle both their online and physical worlds.
More from WWD
Thanks to a custom-made, mini WeChat program, the store offers games, personalized experiences, and the opportunity for customers to build and spend “social currency,” all in a hyper-polished, futuristic environment.
“We can’t think anymore about e-commerce and physical stores as two separate channels. There is a customer who will buy, communicate, view content,