Burberry is the latest luxury brand to commit to Rodeo Drive.
This story first appeared in the March 5, 2013 issue of WWD. Subscribe Today.
Pursuing its strategy of developing large flagships in key cities around the world, London-based Burberry has signed a lease for 301 North Rodeo Drive. The Beverly Hills flagship is scheduled to open late next year, when Burberry plans to close its nearby location at 9560 Wilshire Boulevard.
Burberry’s Rodeo Drive store will follow the concept spearheaded by chief creative officer Christopher Bailey called “Burberry World Live,” which the brand inaugurated last year with its 44,000-square-foot flagship on Regent Street in London that integrated digital initiatives into the brick-and-mortar experience. That store has some 500 speakers and 100 screens.
The upcoming Rodeo Drive store will feature in-store technology transmitting Burberry’s live events around the globe, client service applications that enable real-time access to customer profiles and product information and so-called smart personalization offering custom-made coats and bags with engraved nameplates that unlock videos showing the production process, including sketches and runway edits. Customers can order the personalized products, which are delivered within nine weeks, after a runway show for next season’s collection, affording them the opportunity to buy something from that collection before it hits stores.
Activity has recently spiked on Rodeo Drive. Burberry is not the only new entrant to the 300 block of the coveted retail thoroughfare, as Celine and Tory Burch are also setting up shop there. Ermenegildo Zegna, which currently occupies the space Burberry will take over, isn’t leaving the block. It is moving in June or July to 337 North Rodeo Drive, where Brioni was housed until it relocated last year to 459 North Rodeo Drive.
Burberry chief executive officer Angela Ahrendts has stated the brand’s aim is to create “Londons around the world” by putting high-profile stores in cities with strong local and tourist luxury shopping traffic. In addition to the Regent Street flagship in London last year, the brand opened a 25,000-square-foot store in Chicago, a 14,800-square-foot store in Taipei, Taiwan, and a roughly 22,000-square-foot store in Hong Kong.