Burberry goes big in Taipei Featured

Inside the brand's mega-launch party and new flagship
by 27 April 2012

TAIPEI - It was a night of firsts for Burberry in Taipei. The first flagship for the brand in Taiwan and the first visit to the country by its Creative Director Christopher Bailey. With a big blow out fest that featured the musical stylings of British musician Tom Odell and an eight part film directed by Bailey. Actress Jilin Tsai was Bailey's co-host for the evening.

Located at the base of Taipei 101 Tower alongside newly opened Dior, it will also soon be joined by Louis Vuitton, Prada and Miu Miu who are also all slated for upcoming openings. Burberry's newest flagship is a sprawling 14,800 square-feet. The boutique carries the Burberry Prorsum, Burberry London, Burberry Brit and Burberry Sport collections along with Burberry accessories and the brand's Burberry Beauty line.



The decor includes LED flat screens that can be 'swiped' to browse through the current collection, as well as VIC (Very Important Customer) rooms to shop Burberry privately. To mark the occasion, 101 limited-edition alligator iPhone cases are on sale exclusviely in the boutique. Bailey is also credited with the store's new design concept. When speaking to journalists Bailey stressed the importance of a brand being on many different platforms “I think that customers look at you on all platforms,” Bailey said. “It’s not just about the shop anymore. They look at you in the magazines. They look at your windows. They look at you online. They look at you on blogs. They look at you on Facebook. They look at you on Twitter. The customer has a 360-degree view of the brand.”

As Taiwan opens up for more tourism from mainland Chinese, its retail industry has seen a boom that many brands are investing in by opening up shop here with destination boutiques such as the ones planned for Taipei 101.

Burberry accessories for spring/summer 2012

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