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Burberry Opens Digitally Enhanced Concept Shop in London

The latest addition to the Burberry empire has arrived.

2013 was a huge year for Burberry: Not only did it achieve record sales (which exceeded £1 billion in the first half of the year), it launched its beauty division back in April. To ring in the new year, the British brand opened a concept store in London's Covent Garden that aims to bring the label's fashion and beauty lines together for a comprehensive shopping experience.

The Burberry Beauty Box (as the shop is called) will carry the full Burberry Beauty collection each season, as well as each of the brand's fragrances and a selection of coordinating accessories, including bags and sunglasses.

Since this is Burberry, there are several digital integrations. The exterior is wrapped with digital screens showing promotional imagery, and the inside features a 16-foot "digital chandelier" (Burberry's words, not ours) featuring beauty content that will change up every month. There's also a virtual nail bar to experiment with different shades from Burberry's range. For the first time ever, Burberry has also done away entirely with cash registers: All payments are made on iPhones and iPads wielded by the store's associates.

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If you're more into real-time experiences, the Burberry shop will offer bespoke gift sets that you can mix and match yourself; a beauty bar with looks inspired by the label's lines Brit, Body, Tender and Icon; fragrance consultations and complimentary makeup refreshes.

So, if you happen to be in London and still don't have your Christmas shopping squared away, do not pass this by.