Fashion Week favourite Burberry tend to make a splash with technology these days. They’re an old company, but they do things new. Heck, even PR releases from Burberry come through their YouTube channel… [Watch].

Their new flagship store launched at the heart of London’s Regent Street recently, and it looks like a pretty impressive retail experience. They’ve gone digital first. It’s a concept store which marries digital and physical worlds by, in no small part, recreating the comfort and ease of their online shopping experience. That means the clothes are RFID chipped, so that changing room mirrors and and other screens give insight into how the garment was worn on the catwalk, and how it was made; kids have access to iPads to keep them entertained and customers will be quite literally sat on a sofa while payment is being taken. And the store is future ready: there’s a whopping 38msq screen, with 420 speakers in the main room alone. And there’s a huge hydraulic stage, ready to demo Burberry’s love of music with impromptu gigs.

As many retailers consider their next moves for physical spaces, Burberry are setting huge standards. We can’t wait to check it out….