The British fashion brand and China's largest social media company collaborated to design a shop that suited Shenzhen's growing reputation for technology.
Shoppers use WeChat, a Chinese messaging and social media app, to engage with the shop in Shenzhen's MixC development.
Tencent and Burberry have produced a custom mini program that is unlocked via WeChat. Users create a profile and are given a digital avatar in the form of a cartoon.
Through the app, shoppers can book one of the three themed fitting rooms, pre-select the clothes and play their own music while they try them on. They can also use this program to book a table at the in-house cafe and make appointments with stylists and other services.
To encourage engagement, the program has a rewards system to earn "social currency" that unlocks custom content, such as new characters and outfits for the animal avatar and exclusive dishes on the cafe menu.