Burberry Trench Experience

The World's First Social Retail Store

Burberry’s WeChat Super Mini Program is the beating heart of this ground-breaking, new permanent concept store in Shenzhen. A space at the intersection of physical retail, social and experiential, connecting your online life with your offline life, so that one adds value to the other. The more a customer engages with the Mini Program, the more social currency they gain, unlocking on and offline brand experiences as they progress.

Burberry invited us to create the pinnacle, multi-sensory in-store experience for this program; the ultimate reward, centred on their iconic trench.


The Chinese social media landscape is one of a kind; consumers turn to social media for guidance, inspiration and peer approval before purchase. But critically, 85% of sales are made in store, and luxury consumers favour in-person experiences.

This was our opportunity to deliver an immersive and memorable experience that caters to this audience’s desire to feel different and valued; building a lasting connection with the brand and giving them a reason to spread brand love amongst their peers on social.

The Result

Reserved only for those with the highest level of social currency, the Trench Experience is threefold; rich, brand storytelling is delivered in the craftsmanship room, followed by a personalised trench fitting and styling consultation, that then reveals an immersive, secret room.

Wearing your selected trench, you’re transported to your chosen nature-scape, with seamless 360 projection, gesture-controlled content and special effects for awe-inspiring captivation. An unparalleled experience for an iconic product. Intrigued? You should be.

“Burberry’s social retail store marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world.”

Marco Gobetti, CEO Burberry