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The global fashion business journal

Dec 7, 20195:58pm

Burberry bets for experience retail: opens pop up in Nordstrom flagship in New York

The British luxury company has opened a pop up in the new Nordstrom flagship in New York. The space has an immersive installation in five rooms.

Nov 1, 2019 — 9:57am
Daniela García
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Burberry bets for experience retail: opens pop up in Nordstrom flagship in New York

 

 

Burberry continues innovating in retail. The British luxury company, that was a pioneer in new retail concepts under the lead of Angela Ahrendts, has opened a pop up in the new Nordstrom flagship in New York, located on West 57th street in Manhattan. The space has an immersive installation divided in five rooms.

 

The space, that is dedicated to the Thomas Burberry monogram, will be open until the end of December this year and includes an immersive room with the TB initials in floor, ceiling and walls, a theater echoing the company’s latest autumn/winter 2019 runway show and a café, inspired in the traditional English breakfast, fish and chips as well as a bread and butter pudding.

 

The commercial offer of the British company in the space has the pre-collection of its summer 2020 line and goes from t shirts, hoodies and accessories. The company will continue to be part of the Nordstrom offer after the pop-up ends.

 

 

 

 

The new flagship of Nordstrom the American luxury retailer has a commercial space of 320,000 square feet, several pop-up stores, a facial gym and a wide food offer. Its new store is located in the bottom space of the tallest residential skyscraper in New York, called Central Park Tower.

 

The space that has five floors has the entire offer of the brand, including a personalization service and gift wrapping in the first level. Apart from the Burberry experience space, there are also conceptual spaces for brands like Nike, with a special Nike for Nordstrom collection, called NXN, and space for emerging designers.

 

Burberry, that is listed in the London Stock exchange boosted its stocks by14% last July, after jumping 4% in the first half, up to 498 million pounds. The company is in the middle of a transformation process with Marco Gobbeti as its chief executive officer and Riccardo Tisci as its creative director. The plan goes by reinforcing its presence in its key markets and increasing its leather goods offer.

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