Burberry new store in Tokyo
Tonight, Burberry celebrated the opening of its new store in the heart of Tokyo with an event hosted by Burberry Chief Creative and Chief Executive Officer Christopher Bailey, which celebrated the best of British heritage, craftsmanship and music.
The event also launched “Personalised for You” – a new in-store experience which presents the brand’s most iconic designs and showcases the expert craftsmanship behind them, placing luxury personalisation at the heart of the experience.
Tonight’s event was attended by over 500 guests including local influencers Ryoko Yonekura, Mika Nakashima, Matsuya Onoe, Yuka Mizuhara, Sayo Yoshida, Rihito, Mademoiselle Yulia, Emi Suzuki, Hana Matsushima, Sputniko!, Ryohei Yamada, Anne Nakamura, Maekawa Hiroki, Mouri Suzuki, all of whom wore Burberry, as well as The Mayor of London, Boris Johnson.
British singer-songwriter Clare Maguire performed four tracks live at the event: ‘Elizabeth Taylor’, ‘Changing Faces’, ‘Leave You In Yesterday’ and ‘Shadows’. Tonight also marked Clare’s first ever performance in Japan.
Christopher Bailey said: “Our Shinjuku store is a wonderful space that allows us to showcase the full range of Burberry products including our British made trench coats and scarves in a landmark Tokyo location. It is also great to have the opportunity to highlight the incredible craftsmanship that goes into making these products through the live demonstrations taking place in-store with our teams from the UK.”
– “Burberry in Tokyo: Personalised For You”
Guests at the inaugural event were invited to discover the intricate craftsmanship behind the brand’s iconic designs live at different stations throughout the store. Personalisation services were also made available at each of the stations, all of which will be extended to customers in-store for up to one week.
– Personalisation experiences at Burberry Shinjuku include:
The Heritage Trench Coat – skilled craftswomen from Castleford in Yorkshire, the home of the Burberry Heritage trench coat, demonstrated the most detailed parts of the construction of the iconic design by hand, offering guests the option to monogram their own with two letters in hand-applied goldwork cording.
– The Scarf Bar – guests were invited to monogram their made-in-Scotland Burberry scarves, available in a selection of colours and prints from the recently launched Scarf Bar.
– Signature Bags – exclusive to the new experience, guests could watch a live demonstration of Burberry bag handles being hand painted by Burberry craftsmen from Italy. Initials could also be hand-painted on two designs: The Banner Bag and The Bucket Bag.
My Burberry – monogramming of the brand’s latest fragrance for women, My Burberry Eau de Parfum, with up to three initials was available in store.
The Gift Collection – products from the brand’s Regent Street gifting collection were available for immediate personalisation, with debossing carried out by monogramming experts from Burberry’s global flagship in London.
Gift Packaging – Wrapping of all Burberry gifts was available on the evening, using the brand’s iconic honey coloured packaging and a wide selection of exclusive ribbons and gift cards handwritten by a calligrapher in store.
– Celebrating the Burberry Shinjuku Store
The Burberry Shinjuku store opened in September 2015, and houses the largest Burberry product assortment in Japan, including the brand’s collection of iconic British-made heritage trench coats and scarves. Located over four floors in the heart of Tokyo, the store features a 3.3m x 5.8m LED screen wall on the façade of the building, showcasing brand content.
Burberry has a long-term commitment to Japan where it currently has six standalone stores (Ginza, Kobe, Omotesando, Osaka, Roppongi and Shinjuku).