Burberry's flagship Shanghai store facade responds to weather changes

An illuminated facade on Burberry's new flagship store responds to the weather and programmed animation as part of an ambition to blur the "physical and digital".

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Inside the store, RFID chips are woven into clothing and accessories to trigger multimedia content on mirrors that "instantly" transform into screens to showcase runway footage and exclusive product videos.

Alongside the latest in technological innovation, the Kerry Centre store also features more traditional elements including freestanding staircases made from Corinthian beige stone, inspired by 17th Century fashions.

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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