It's a matter of DAYS until the biggest event of London Fashion Week: the Burberry show. Taking place on Monday in Hyde Park, we're desperate to see Christopher Bailey's latest creations, the A-list FROWers, the possibility of rain, snow, hail inside the venue and, of course, the ability to shop the collection the second it hits the catwalk.
Our excitement has been aided somewhat by a sneak peek inside the Brit brand's biggest EVER store, which opens today on London's Regent Street. Grazia Daily was given a preview tour of the stunning space and it's even better than we could possibily have imagined. Think 44,000 square foot of Burberry brilliance.
Staying true to their one-step-ahead innovations, it's Burberry's most digitally-advanced store and brings every aspect of the brand to life for the first time. What do we mean by that? Well, there are ginormous screens playing videos of the Burberry Acoustic tracks (hello George Craig!), there's an abundance of Burberry history thanks to displays of classic trench coats, and Burberry Bespoke is represented by an area where you can piece together your very own trench coat. Basically, it's like actually stepping into their website.
But our favourite bit is the magic mirrors. Step into the (really very gorgeous) changing rooms, hold your chosen garment up to the mirror and by whizzy technology, it triggers a screen beside you to show catwalk footage, up-close detail shots and an exclusive video of how the garment is made. Genius!
And there's more. Digital rain showers are synchronised at selected moments throughout the day, appearing across all 100 screens and 500 speakers. Staff carry iPads to provide customers with details of what they've bought before for an incredibly personal shopping experience. Oh, and there's a hydraulic stage. Perfect for events, the store will showcase the best musicians to live audiences in store and simultaneously online.
As for the building itself, it really is magnificent. Since being built back in 1820, it has housed galleries, a cinema and even livery stables over its 200 years and original details are still in-tact - check out the spectacular stone staircase below, par exemple.
'Burberry Regent Street is one of the most architecturally and culturally significant projects we have undertaken,' says Christopher Bailey, 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. The result is a space defined by contrasts: at once imposing and intimate, its juxtaposition of craft and innovation is designed to delight, surprise and entertain. It is a reflection of how we approach everything at Burberry - revealing the different layers of the brand's heritage within a modern context, and forever celebrating design and expert craftsmanship.'
But the fun really begins when the Burberry womenswear show takes place on 17 September. Guests will be able to watch the show LIVE from in store as it's streamed from Hyde Park. And just when we thought we couldn't get any more excited! Hats off, Burbs.