Burberry has unveiled its first beauty and accessories store in Covent Garden.
The boutique will stock exclusive accessories including bags, scarves and make-up bags as well as the brands fragrance collections and make-up line.
Tills have been swapped for iPads and iPhones to take payments, and offer digital receipts.
New beauty looks will be revealed in store each month, and a ‘Digital Runway Nail Bar’ will offer customers the chance to try shades virtually.
A ‘Runway Made to Order’ service will also be available during London Fashion week allowing customers to purchase beauty products from catwalk looks immediately online after the Burberry womenswear show.
Christopher Bailey, chief creative officer at the company, said the Burberry Beauty Box “brings together the fashion and beauty worlds, merging physical and digital experiences that allow people to explore and combine Burberry make-up, fragrance and accessories in new, playful and exciting ways.”