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.

Learn more about retail digital signage and DOOH advertising.

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User Comments – Give us your opinion!
  • Loren Bucklin
    10103635
    Burberry has consistently been a leader in digital marketing - and this is just one more example of how they stress innovative and interactive marketing with their consumers.
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