HONG KONG – When two members of K-Pop sensation Girl’s Generation – Soo-Young and Yuri – turned up for the opening event of Burberry’s new Pacific Place flagship store the already excited press pack and crowd went absolutely wild.

Burberry Pacific Place Hong Kong event DECOR GIRLS
Girl’s Generation members Soo-Young (above left) and Yuri (above right) with Rosie Huntington-Whiteley (above centre) at the opening event for the Burberry Pacific Place flagship store in Hong Kong.

Soo-Young and Yuri were the icing on the cake of an already star-studded Burberry event, the celebrity line-up of which included Christopher Bailey, the brand’s chief creative officer, model and actress Rosie Huntington-Whiteley, Maggie Cheung, Huang Xiao Ming, Joey Yung, Anthony Wong, Denise Ho, Edmond Leung, Shine, Kathy Chow, Ana Rivera, Du Juan, Wyman Wong and Hilary Tsui.

On top of the celebrities – all dressed head-to-toe in Burberry Spring Summer 2013 – the music stars booked to play the event were pretty spectacular too; The Killers, Khalil Fong and his band and Carl Barat.

With the lights turned off, the music pumping through a nightclub-quality sound system and huge digital screen live-streaming the crowd, the stars and the performances, the opening of Burberry’s latest Hong Kong store was more like a night out at a top club than the usual staid store-opening.


The store itself has the same high-tech facilities of Burberry’s Regent Street store in London – the brand’s global flagship – including the “Burberry Retail Theatre” concept so that digital content can be broadcast from London into all the stores around the world; a dedicated Very Important Customer (VIC) area, Burberry Bespoke, guest WiFi throughout the store, an alteration service and iPads connected to burberry.com for unlimited access to Burberry stock world-wide – just in case the 21,500 square foot store doesn’t have what you’re looking for.

Spread out over two floors, the new store has digital screens everywhere showing the latest collection shows, clips from Burberry Acoustic or the latest brand advertisements. This store is also fully stocked with all the Burberry ranges for men and women including Burberry Prorsum – with a special selection of eveningwear – Burberry London, Burberry Brit, Burberry Childrenswear, Burberry Accessories and eyewear.

There’s even a dedicated section for Burberry Watches and fragrances, and the store has the first Burberry Beauty in-store counter in Hong Kong.

Basically, if there’s anything Burberry you want, you can now get it in Hong Kong. In fact the store is so well-appointed that the day after the opening event both Yuri and Soo-Young turned up for a personal VIC experience; spending more than three hours trying on, and purchasing, a huge number of Burberry items. From their grins and giggles you could tell they’d had a great time spending up big.

The Burberry Pacific Place boutique is located at Shop 101 & 201, Pacific Place, Admiralty, Hong Kong, Tel: +852 2918 4022. For more information about Burberry, go to sg.burberry.com.