In 2012 Burberry opened its largest ever London store on Regent Street, a multi-media experience combining the label’s physical and digital achievements.
TagEvac Evacuation System installed 2013.
Designed to reflect its website, the impressive 44,000 square-foot space is divided into rooms that mirror sections from its online counterpart. In doing so Burberry has attempted to transform the customer retail experience through immersive multimedia content exactly as they would do online.
The brand is keen to use its new flagship store as an events and innovation hub, as well as shopping destination, with a huge screen in which it plans to livestream catwalk shows and a permanent stage where Burberry’s pick of the best music talent will perform one-off gigs. The aim of these efforts, says Burberry chief creative officer Christopher Bailey, is to bring its online brand environment, Burberry.com, “to life in a physical space for the first time”.
It’s an interesting contrast – a 156-year-old brand in a 192-year-old building, with a very futuristic feel. However, the practicalities of running a large operation in a complex, high-profile building meant they needed to have in place a robust and proven method for managing their evacuation. TagEvac were tasked with providing consultation and delivering a scheme that would meet Burberry’s strict objectives. This was a challenging project, not least because of the tight restrictions where our system could be installed within the building, upholding Burberry’s strict policy for the aesthetic.