London-based Burberry officially unveiled its largest store as the first and only showcase of its entire merchandise line, according to www.wwd.com. Housed in a space formerly used as a cinema and theater, the new London store blends a bricks-and-mortar experience with a digital one, complete with video entertainment, live events and digitally enhanced service. The dressing rooms and shop floor display videos illustrating the craftsmanship behind products. Spanning four floors, with a 37-ft.-tall main hall capped by a stained glass dome, the Burberry store also features a hydraulic stage to be used for events, performances and screenings of Burberry videos and runway show footage. The 44,000-sq-ft. location, with 27,000 sq. ft. of selling space, will be a template for future Burberry stores, including the 14,920-sq.-ft. store slated to open in Chicago this November.
