Burberry has opened a new retail concept in London's Covent Garden that tries on digital signage for size, according to Marketing magazine. The brand also was the first to advertise on a giant new digital out-of-home screen in London's famous Piccadilly Circus, the magazine reported.
Burberry's ad went up alongside longstanding DOOH ads from Coca-Cola, McDonald's and Samsung at Piccadilly Circus, which sees an estimated 2 million people flow through every week, according to Marketing.
The Burberry Beauty Box is the new Covent garden store concept that uses personalized physical and digital experiences. The store features a custom-built digital signage screen in the shape of the famous Burberry check pattern, and a 16-foot "digital chandelier" showing beauty content on multiple screens.