Style & Beauty

Burberry launches luxury’s first social retail store in Shenzhen with Tencent Technology

Newly opened today in Shenzhen, China, Burberry has officially become the first brand in the luxury fashion and lifestyle sector to launch a social retail store – a new retail experience that takes social media interactions into a physical retail experience.

Aug 07, 2020 | By L'Officiel Malaysia

Burberry’s dedicated WeChat mini program

Newly opened today in Shenzhen, China, Burberry has officially become the first brand in the luxury fashion and lifestyle sector to launch a social retail store – a new retail experience that takes social media interactions into a physical retail experience.

Powered by Tencent Technology, this new concept focuses on “blending the physical and social worlds in a digitally immersive retail experience” and is now opened in the new Shenzhen Bay MixC development, showcasing a series of spaces with unique concepts and aesthetics for a unique retail journey. 

Inside the new Burberry social retail store in Shenzhen

“Burberry has always been a brand of firsts, built on a belief that creativity has the power to open spaces. We test new ideas and push the boundaries of what’s possible. When it came to innovating around social and retail, China was the obvious place to go as home to some of the most digitally savvy luxury customers.” 

– Marco Gobbetti, Chief Executive Officer at Burberry.


Within the new store, the spaces are enhanced with a dedicated WeChat mini program, which allows customers to virtually unlock exclusive content and personalised experiences using QR codes and interactive store windows and share them with their own communities.

From product information to store tour and dedicated client services, the WeChat program offers limitless possibilities for the Burberry clientele, where users can earn Burberry social currency to unlock exclusive privileges including rewards from the new Thomas café (a new F&B establishment inside the store) and The Trench Experience, a space created to celebrate the iconic Burberry Trench coat.

The Thomas Café

Another fascinating highlight is the fitting rooms, where Burberry prepares three unique spaces that users can pre-book via the WeChat mini program – each with a unique theme reflecting the house’s codes: the Burberry Animal Kingdom, Reflections and the Thomas Burberry Monogram.

Within each fitting room, Burberry has also prepared dedicated playlists for users to enjoy as they try on their latest Burberry collections.

And finally, the aforementioned Thomas café, which is a space for patrons to immerse in English and Chinese tea culture with playful and modern fusion elements. Named after the founder of Burberry himself, the café is designed as a dynamic space, which can be converted into a community space for activities including talks, workshops, exhibitions and live performances, with bookings made through the mini program.

The fitting room inside the Burberry store in Shenzhen

And to celebrate the launch of this exciting new venture, Burberry has also launched the Burberry Shenzhen Capsule Collection, a new collection exclusive to this store that offers a selection of casual pieces for men and women including jackets in the Thomas Burberry Monogram print made in ECONYL® fabric, a sustainable nylon yarn made from regenerated fishing nets, fabric scraps and industrial plastic.


Swipe the gallery below to see the capsule collection:


This article was originally published on


Back to top