Burberry announces luxury’s first social retail store in China’s technology hub Shenzhen, blending the physical and social worlds in a digitally immersive retail experience – a store of tomorrow for today.

Powered by Tencent technology, the store, which opened in the new Shenzhen Bay MixC  development on 31 July 2020, is a space of exploration, designed to inspire and entertain luxury customers, where they can interact with our brand and product in new and exciting ways, in person and on social media.

The new store features fixtures and plinths constructed in a variety of materials and textures, from plywood to mirror and high-gloss finishes. The store unveils a color palette of beige, pistachio, pink and blue, as well as references to the Thomas Burberry Monogram and the fawn print. The 539 sqm/5800 sqft store features 10 rooms and offers a truly interactive experience