Burberry opens Riccardo Tisci-designed flagship store in Ginza

By

Barbara Santamaria

Published
Nov 18, 2019

Burberry has opened the doors to its new store in Ginza, Japan, marking the fourth opening in the country in the last six months.

Located at the exclusive Ginza Marronnier building in Tokyo, this is the first flagship store in Japan to be built in line with chief creative officer Riccardo Tisci’s new store concept.

In addition to housing exclusive items from the British brand’s Spring Summer 2020 pre-collection, and a limited-edition silk scarf in the signature Thomas Burberry monogram print in pistachio, the store displays Burberry’s innovative spirit.

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Using a smartphone camera, visitors to the store can take part in an exclusive AI experience which can only be activated through QR codes on pistachio Thomas Burberry flags on Ginza Chuo-dori. 

The exclusive Augmented Reality experience lets users discover hidden Burberry deer on the streets of Ginza, and share their findings on social channels, such as Line or Instagram.

Burberry sales in Japan increased by a mid-single digit percentage in the first half of the year ended 28 September, compared to a high-single digit increase in Korea and mid-teen rise in Mainland China. 

Meanwhile Hong Kong, a high-margin market that usually represents about 8% of overall revenue at the luxury brand, saw a double-digit decline in sales, hurt by anti-government protests and political unrest.