Burberry already has a store in Beverly Hills on Wilshire, but when a space opened up on iconic retail stretch Rodeo Drive, they pounced. The British-born luxury brand has just signed a lease at 301 North Rodeo, WWD reports, and plans to open an LA flagship shop there late next year, at which time the Wilshire location will close.
The Rodeo store is being modeled after Burberry's very digitally-focused Regent Street Store in London. It was designed around a concept, "Burberry World Live," conceived by chief creative officer Christopher Bailey. That translates to lots of TVs, or "screens" as Burberry prefers to call them—100, in fact, along with 500 speakers. All these screens will be showcasing looks from the latest runway collection, live Burberry events from around the globe, videos of the production process and more. The move follows "Burberry World Live" openings in Chicago, Taiwan and Hong Kong.
· Burberry [Official Site]
· Burberry Signs Lease for Beverly Hills Flagship [WWD, sub req]
· Céline Close to Opening on Rodeo [Racked]
· Dior's Redone Rodeo Boutique Is Gray, Gorgeous and Art-Filled [Racked]