Apr 07, 2011 12:00AM

Burberry's New Sydney Flagship

Did we mention that the VIP room has iPod docks?

It's obvious that Burberry doesn't do anything by halves. When we heard the luxury Brit brand that covered its Fall 2011 catwalk models in artificial snow and torrential rain was opening a new flagship in Sydney, we expected it to be pretty damn awesome. We weren't disappointed. The 343 George Street store is 820 square metres of marbled resplendence. Two giant, flat-screen LED video walls lie at each end of a spacious walkway lined with towering ionic columns, a physical manifestation of the brand's merging of tradition-rich history and new digital initiatives. Burberry has been applauded for making luxury fashion more accessible than ever by live-streaming shows and producing digital look-books, and has amassed an army of over five million trench-obsessed Facebook fans through a combination of social media efforts and the casting of a certain young Harry Potter star.

It's one thing to be able to watch a Burberry show on your 9.7 inch iPad screen, but quite another to view multimedia content broadcasted directly from the label's London headquaters on a giant flat screen LED wall. Bummer those things aren't waterproof, the only thing more epic than a catwalk snowfall would be a George Street one...

Words: Hannah Ongley

www.burberry.com