The new Burberry flagship, housed in a 200-year-old building, is the largest and most modern store of the British fashion house. Installed on four levels over 26,900 square feet, the store is based on the concept "World Burberry Live," pushing the real-time version of its online shopping experience to the maximum. "Walking through the doors is just like walking into our website,” said Angela Ahrendts, the brand's CEO.

The flagship includes a hydraulic central stage designed to accommodate rock band performances. No fewer than 500 speakers and 100 screens are dispersed throughout the building’s four floors. 

Innovations that make a shopper’s visit unique include "disruptive digital takeovers" of the video and sound system, creating the illusion that it is raining inside the store. 

In terms of merchandise, the store offers all the house's lines, including its Bespoke service (custom) and beauty products. A limited edition collection of trench coats, bags and shoes for men and women was designed exclusively for the London flagship. 

"Burberry Regent Street is one of the most architecturally and culturally significant projects we have undertaken," said Christopher Bailey, Burberry chief creative officer. "In renovating this iconic London building, we have worked with some of the UK's finest craftsmen to restore a wealth of historic features, at the same time as pushing the boundaries of digital technology."