We just love how everything in the UAE is either the biggest or a world first. We have the world’s tallest building (Burj Khalifa), world’s biggest mall (The Dubai Mall) and the world’s first seven-star hotel (Burj Al Arab), now adding to that list is the new Burberry store at Mall of the Emirates, which is the largest store for the brand in the Middle East.The new Burberry store in Mall of the Emirates is the second Dubai flagship location and boasts a selling space of over 15,000sq ft and also marks the start of a very exciting chapter for the British brand in the region.
The widest range of Burberry collections in the Middle East will be available in store, including menswear, womenswear and accessories, accompanied by a specialist tailoring service. The store will also provide an exclusive collection of Burberry evening dresses. From September the store will also house the childrenswear collection.
A spokesperson for the brand said: “We have exciting activity planned over the next eight to 12 months and will see significant store development in the coming years. The store is the first Burberry store of its kind and all future flagships will take their inspiration from this store using a similar concept.”
The space showcases the full range of Burberry’s collections in an environment where the physical and digital worlds come together to create the best possible brand experience.
Developed under the creative direction of Burberry Chief Creative and Chief Executive Officer Christopher Bailey, the Burberry Mall of the Emirates flagship features an interior that reflects the brand’s global flagship at 121 Regent Street in London with architecture inspired by British design and craftsmanship. Meanwhile, ensuring the store stands out from its competitors is a dynamic illuminated glass facade that celebrates the iconic Burberry check, featuring a digital print overlaid by patterned glass. Large videos will also cover the walls offering enhanced audio-visuals showcasing the brand content as well as broadcast live events, powered by the Burberry Retail Theatre concept.
As one of the first retail brands to jump on the digital bandwagon, there’s no surprise to see a new collect-in-store
service allowing customers to shop online at burberry.com and collect orders in store the following day. iPads carried by sales associates are connected to burberry.com for unlimited access to worldwide stock.
If that wasn’t fancy enough, those wanting the true VIP experience can enjoy the Burberry Private Clients lounge, catering to personal and bespoke services and consultations.
The store will also boast with the first dedicated Burberry Beauty area in the region housing the full assortment of make-up and fragrances, including the iconic women’s fragrance My Burberry (the famous advert starred Cara Delevingne and Kate Moss), inspired by the Burberry trench coat. An in-store monogramming service for My Burberry is also available.
As well as Cara and Kate other Burberry pairings are Jourdan Dunn and Naomi Campbell:
Little Romeo Beckham was also a Burberry star: