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".


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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1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

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