Burberry has brought its Burberry Brit concept onto home turf. On Friday, it will unveil a sprawling, 10,000-square-foot Burberry Brit store located in London’s bustling Covent Garden area. The store is Burberry’s seventh Brit store globally and its first in the U.K., following recent Brit openings on Bleecker Street in New York and Corso Venezia in Milan.

This story first appeared in the April 14, 2011 issue of WWD. Subscribe Today.

Christopher Bailey, chief creative officer at Burberry, described Burberry Brit as “the casual expression of the Burberry guy and girl.” To wit, although the store, which Bailey designed, is done out with Burberry’s signature dark wood floors and sleek, polished black chrome fittings, it’s filled with colorful, casual merchandise. The brand’s April Showers collection, which includes pieces such as red Perspex trenchcoats and yellow mini capes, stands near the store’s entrance, placed amid Perspex blocks in primary colors. The two-story store also has areas devoted to accessories and denim, while a room on the basement floor is given over to the label’s trenchcoats and outerwear. The store carries Burberry Brit’s men’s and women’s wear collections, along with nonapparel, eyewear, fragrance and watches.

And given Burberry’s push into the digital world, there are plenty of interactive features in the store. Flat-screen LED video walls will stream digital content, such as Burberry’s acoustic sessions with artists, and customers will be able to look at Burberry content on iPads in the space. The store is also wired to support live music performances, and the label plans to showcase live acts as part of a summer program of events linked to its Burberry Acoustic initiative, which promotes emerging musicians. And following the Brit store, there are more London openings afoot for Burberry —the company is currently in the process of developing a large site on the city’s Regent Street as a retail space.

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