博柏利开放空间

Whilst the majority of leading luxury markets around the world are sluggishly recovering from the COVID-19 pandemic, China has bounced back effortlessly, demonstrating its stature as the top market of luxury goods. It’s a simple fact that most high-end brands have taken to heart for quite some time, but only a few go the extra yard to bank on the momentum as Burberry has just done. Led by creative director Riccardo Tisci since 2018, the British fashion house has keenly reconnected with a demographic of savvy young consumers which drive the demand, and nowhere as much as in densely populated China. The recent opening of Burberry Open Spaces, an innovative and totally wired shopping concept, in the heart of the country’s tech hub of Shenzhen, comes as no surprise. The location, plush The MixC mall in the Nanshan area of town, is a leading luxury hub and meeting place of the brand’s target group, and a well-chosen one at that. The interior design of the 539 sqm. (5,802 sq.ft.) store has been executed by Burberry’s in-house design team in London, but the technology embedded in it, has spawned from a collaboration with Shenzhen-based video game giant and internet provider Tencent.

Images © Burberry