Jourdan Dunn for Burberry Beauty Spring 2014
Ladies, it looks like we have a new beauty travel destination. True to Burberry’s rep as a forward-thinking digital revolutionary, the British brand has announced the opening of an ingenious Beauty Box in London’s Covent Garden.
Here’s what you can look forward to at the new all-in-one shopping spot. For starters, it will include high tech flourishes like a massive, overhanging “digital chandelier” beaming the latest beauty looks for the month.
Exterior of Burberry’s Beauty Box in Covent Garden, wrapped in a tantalising latticework reminiscent of the brand’s iconic check
The Box also owns the distinction for being the brand’s first till-free shop – this means you’ll foot your bill by “swiping” your tablets and iPhones, which will then store your digital receipts.
There’s also a marked push to deliver looks from the Burberry runway straight to your wardrobe – or your vanity chest and makeup pouches, in this instance. The flow is incredibly intuitive: View the seasonal shows via the brand’s signature live streaming service, like what you see on the girls’ faces, click and purchase the items to recreate the looks for yourself.
Sneak peek at the Beauty Box interior. Adore the little touches, like the chic chevron wood paneling
For now, shoppers can select items from the Burberry Prorsum Spring 2014 show in a makeup collection based on the creamy-complexioned “English Rose” ideal: Think nude blushes and pale pastel eye palettes in shades with evocative names like Tea Rose and Sage Green.
At the Box, you’ll also be able to get your fix at a Runway Nail Bar, which allows you to “try” on the freshest Burberry vernis via digital simulation – doing away with the need to remove the existing nail art on your fingers. The process starts by you selecting a particular nail polish shade on a radio-frequency identification platform, which will then prompt you to choose a skin tone closest to your own so that you get an idea of how a hue will come off on yourself.
Of course, tech-adverse beauty buffs needn’t worry about feeling left out: There are brick-and-mortar pampering services like an actual manicure bar and personal consultations with in-house grooming experts.
And to cement the inextricable link between beauty and fashion, shoppers can also browse an exclusive selection of bags available only at the Box, as well as other stylish knick-knacks like sunnies and scarves!