Burberry has opened a new retail concept in London that uses personalized physical and digital experiences, according to Marketing magazine. The Burberry Beauty Box, in the Covent Garden district, is a dedicated beauty shop that allows consumers to explore the connections between the brand's makeup, fragrances and accessories through enhanced in-store experiences.

The store includes a custom-built digital screen that references the familiar Burberry checked pattern and showcases bespoke content on the shop's façade, the magazine said, and there's also a 16-foot chandelier showing monthly beauty content on multiple screens. The store is Burberry's first retail-free environment where payments are taken with an iPad or iPhone.

The store also includes a digital runway nail bar, where consumers can virtually try out nail shades by placing the polishes onto an RFID-enabled platform.

Learn more about digital signage and RFID technology.

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