![]() ![]() Thomas' Cafe is decked out in high-gloss beige with chamfered mirrors, animal-patterned wall panels and layers of sandy-coloured curtains.Įven the tabletops are mirrored, creating a unique backdrop for diners to capture their meal for sharing on social media. The three bookable fitting rooms are decorated around the concept of Burberry Animal Kingdom, Reflections and the Thomas Burberry Monogram, and visitors can book their favourite via the app. Tisci used a palette of beige, pistachio, pink and blue throughout the 10 rooms in the shop, each of which has a different theme. The Italian fashion designer used the Thomas Burberry Monogram and the fashion house's fawn print as a recurring motif – the latter being the inspiration for the WeChat avatar too.įurnishings, fixtures and plinths throughout the store are made from plywood and mirrors. ![]() Related story Peter Saville collaborates with Riccardo Tisci to design new Burberry logo and monogram Therefore, this is not a tech store, but a beautiful luxury store augmented by technology."īurberry chief creative officer Riccardo Tisci turned to the brand's archive to create a visual look for the themed rooms that correspond to the digital platform. "The tech we use in the store is intended to provide a seamless journey that augments customers' online and instore life. It is a space where the social and physical worlds merge, taking interactions from social media and bringing them into the physical retail environment," he told Dezeen. "Our social retail store in Shenzhen is our response to this. "Social media is an increasingly important part of the customer journey and the interaction between social media and physical surroundings is ever more seamless," said Burberry senior vice president of digital Mark Morris. Mirrors and screens capture the movement of people as they interact with it, which users can capture and share with their phones. The interactive window display is currently a sculptural recreation of the runway for Burberry's Autumn Winter 2020 show. To encourage engagement, the program has a rewards system to earn "social currency" that unlocks custom content, such as new characters and outfits for the animal avatar and exclusive dishes on the cafe menu.Īll the products have QR codes, which can be scanned to display more information and visual hints for styling the project – and give the user more points for unlocking content. ![]()
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