The first site was opened in Shenzhen and the companies will roll out more across the FTSE 100-listed fashion designer’s network in the Asian country, which accounts for 40% of total sales.
The British luxury giant is looking to bring social media interactions into a physical retail environment through a dedicated WeChat mini program, where customers can unlock exclusive content and personalised experiences and share them online.
The store is made of spaces with their own concept and personality, offering a unique interactive experience.
“Together with Tencent, we have pioneered a new concept that will redefine expectations of luxury retail,” said chief executive Marco Gobbetti.
“Burberry’s social retail store in Shenzhen is a place of discovery that connects and rewards customers as they explore online and in store. It marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world.”
Shares dipped 1% to 1,277p on Friday afternoon.