Burberry opens renovated and expanded store in Melbourne at Chadstone

Burberry, has opened its newly expanded store at Chadstone Shopping Centre in Melbourne, which will also house the brand’s runway collections.

The retailer, which has five stores in Australia including Chadstone and Crown Melbourne; 343 George Street Sydney, Sydney International Airport; and Queens Plaza Brisbane, stated the new store is designed to offer multi-sensory experiences alongside services including customer 1-2-1 providing purchase history and customer preferences to enable a tailored shopping experience.

Video screens broadcast Burberry content and live events directly from the brand’s global headquarters in London, enabled by the Burberry Retail Theatre concept.

Created under the design direction of chief creative and CEO Christopher Bailey, the store features the brand’s latest collections across menswear, womenswear, accessories, eyewear and fragrance.