Named after the fashion house's founder, Thomas Burberry, Thomas’s Cafe takes inspiration from the creative codes introduced by Chief Creative Officer Riccardo Tisci, including high-gloss tones of beige, layered curtains and chamfered mirroring. To complement the store is Thomas’s Cafe, a dedicated space for the Burberry community to connect.
#Wechat cafe trial#
It is a unique space to test and learn, and to trial innovation that can be expanded to the rest of the Burberry network in China. The new social retail store reflects Burberry’s pioneering history of firsts and ambition to continue to push boundaries through innovation and creativity.
Thomas Burberry was an inventor and a dreamer. Drawing upon Burberry’s rich heritage, the store also celebrates the house codes as reinterpreted by Riccardo Tisci, including the Trench Coat, the Thomas Burberry Monogram, Nature and the Burberry Animal Kingdom. Each has its own concept and personality and offers a unique interactive experience. The store is made up of a series of spaces for customers to explore. Through a dedicated WeChat mini program, customers can unlock exclusive content and personalised experiences and share them with their communities. The concept, which is the first step in an exclusive partnership with Tencent, takes interactions from social media and brings them into a physical retail environment. Powered by Tencent technology, the store, which will open 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. 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.
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