Burberry has revamped their flagship store at 121 Regent Street in London in time for the launch of Riccardo Tisci’s first collection for the British fashion house. The store has been divided into individually themed rooms which celebrate the past and future of the British heritage brand through their products and creativity.

Drawing inspiration from the building’s former life as a theater, the new store’s rooms are wrapped in draped curtains with thick carpeted floors. Colors inspired by the brand’s trenchcoats ranging from stone to honey are seen throughout alongside accent hues of light pink and pistachio.

In the individual rooms, visitors can expect to see tributes to singular Burberry products ranging from The Heritage trench to the car coat with one room dedicated entirely to the Vintage check. Another unexpected feature is an art piece called ‘Sisyphus Reclined’ which is a three-floor scaffold immersive and interactive art installation by British artist Graham Hudson. This installation turns the store’s atrium into an exhibition space, and it combines sculptural form, sound and visual concepts. The installation will remain in store until 26 October.

Burberry also revealed that 121 Regent Street will be the only physical location in the world where you will be able to buy pieces from Riccardo’s debut collection from 5.30pm on Monday 17 September, immediately following their preview on the runway as part of a series of 24-hour capsule releases.

Burberry Regent Street brings the digital world to life in a physical space for the first time, where customers experience every facet of the brand through immersive multimedia content exactly as they do online; walking through the doors is just like walking into the website. It is Burberry World Live.

Burberry‘s ultimate luxury customer service includes futuristic on-screen technology, bespoke digital signage on all floors and clever radio-frequency identification (RFID) which provides audio-visual content on selected items carrying microchips.

So when a customer takes a product and approaches one of the store’s screens in the common areas or in a fitting room, they have instant access to relevant information ranging from craftsmanship to catwalk looks.

Source: Luxury Launches, Pursuitist