Brand new Burberry Beauty Box enters the digital world

The historic cobbled piazza in London’s Covent Garden is quickly turning into the designer beauty district of the capital. Nestled between Dior and Chanel’s beauty boutiques, Burberry has opened the Burberry Beauty Box in which you’ll find much more than just make-up.

A first for the brand, the Beauty Box is a brand new retail concept store merging the digital world with beauty. Shoppers will receive a whole new experience in store with make-up collections, one-to-one tutorials, fragrances and a nail bar with high-tech digital elements. The “box” also houses exclusive Burberry fashion accessories to finish off your new look.

“The Burberry Beauty Box brings together our fashion and beauty worlds, merging physical and digital experiences that allow people to explore and combine Burberry make-up, fragrance and accessories in new, playful and exciting ways,” said Christopher Bailey, Burberry’s chief creative officer.

Burberry’s Beauty Box offers customers the opportunity to try out a new nail colour before they buy with no messy testers or being left with an odd painted nail. In the new Digital Runway Nail Bar shoppers can virtually try on a new colour straight from the catwalk.

To top up your fashion knowledge, the boutique has a digital screen in the shape of the iconic Burberry check playing different videos. Keeping with the digital theme, but ensuring luxury isn’t compromised, the box also has a 16-foot digital chandelier.

Another new concept that the store boasts is not having any till points. The box offers a till-free system choosing instead to use iPads and even iPhones to complete transactions.

Hollie Bracciale

Visit the new store at The Market London WC2E 8RF or shop online here.