Feeling inspired by Burberry's unprecedented turnaround for a brand which, for a time, was on the brink of utter disrepute and sector condemnation - achieved specifically through the targeting of millennials through digital platforms - I have chosen the British fashion house as the subject for the practical investigation.
More specifically, I have chosen Burberry's flagship store on Regent Street, London. Unable to visit the store and photograph the building in person, below is an accurate, digitally illustrated depiction of the store that will allow me to devise the augmented reality window designs.
As described by the woman responsible for the brands revival, Angela Ahrendts, ‘Burberry Regent Street brings our digital world to life in a physical space for the first time, where customers can experience every facet of the brand through immersive multimedia content exactly as they do online. Walking through the doors is just like walking into our website’ (Ahrendts, 2014 in Davis, 2014).
As an overtly digitalised environment, Burberry Regent Street is the pinnacle of modern luxury consumption, and therefore is the most fitting of the brand's stores to feature the augmented reality window displays. Additionally, as one of the major shopping streets in London, the AR functionality can be experienced by a larger volume of people.
Opened in 2012 following two years of renovation, the 27,000 square-foot, digitally integrated store's address is 121 Regent Street and it sits on the corner of the intersection with Vigo Street. It features 8 windows (3 large, 7 smaller) which span across the length of the building.
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