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Amid the many claims made by Burberry when announcing its flagship store launch, from its ‘digital rain showers’ to its 38-square-metre video display unit (the largest in the world), the one that seemed most far-fetched was that Burberry wanted everyone to feel comfortable here – not just the retail elite who could afford to buy; that ordinary shoppers were encouraged to come and experience the brand in a multi-sensory way – treating it as a living brand showcase, rather than merely a store. Surprisingly, an approachable, relaxed store is exactly what they created. Walking through the four floors and 27,000 square feet of slick Burberry selling space, you never feel under pressure to buy, or even browse.

While product is displayed reverently, it’s not hidden behind glass boxes, so you can happily try on sunglasses and rummage through raincoats. Should you have the means, you can design your own trenchcoat in the world’s only Burberry customisation room, or have your suit tailored in a private suite overlooking Savile Row. But even if you don’t, you can have a bit of fun – take a furry jacket into the changing rooms, offer it up to a magic mirror and it will morph into a video showing said jacket on the runway at a Burberry show, giving it context and the added frisson that comes with seeing a piece of clothing whooshing down a catwalk on an impossibly beautiful model. Downstairs in the accessories area you can wave one of Burberry’s Prorsum collection clutches and a wall will blink into life, showing a making-of video featuring the Italian artisan who hand-chiselled the ornamental foxes adorning each bag. Upstairs in the kids’ area, iPads are the toy of choice (what, no rubber giraffes?) while mum flicks through the micro-trenchcoats – a small but indulgent choice at £250. The stuff of luxury dreams. 

As featured in the 100 best shops in London

Venue name: Burberry
Address: 121 Regent St
Opening hours: Open 10.00am-8pm Mon-Sat; 11.30am-6pm Sat
Transport: Tube: Oxford Circus
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Visiting the Burberry flagship store on Regent Street is a fully immersive experience. All senses are stimulated and one does not know which corner to explore next, it is like walking through an exhibition rather than shopping. The store is located in a beautiful building, of course immaculately renovated before Burberry moved in. A few months ago, a new restaurant opened (Thomas's) which is worth a visit too.

Take your time to roam around the different areas and floors, to touch the clothes and experience the brand. If there is any way you can get into an event one day - go for it! The in-store concerts (Jake Bugg, Kaiser Chiefs) were amazing! 

NakedPRGirl Claire

Well, I hope you have saved a good hour for your trip round Burberry because their flagship London store is a humdinger of fashion location. Based on Regent Street, you can enter from a side door with a couple of counters of perfume (nice perfume) and just when you're about to say "meh, what's all the fuss about?" - some guy will appear with an iPad who will explain there's a further zillion floors (an estimate) out the back. They're not wrong, this particular location has been used as a venue for gigs and all sorts. It's a beautiful building which has been refurbished in keeping with the historical features. It's got a very modern vibe to it with a giant screen where all their adverts play continuously. It's a lovely place of discovery too, my favourite was the shoe floor...and all quite calming away from the hustle and bustle of Regent Street. Enjoy the modern wonder and buy a iconic Mac or check scarf from one of Britain's heritage fashion brands.