Burberry has today announced the opening of Burberry Beauty Box in London’s Covent Garden. This new retail concept brings Burberry fashion and beauty together in an innovative format that allows customers to explore the connections between make-up, fragrance and accessories through personalised physical and digital experiences. The Burberry Beauty Box features the full Burberry Beauty collection of make-up and fragrance, as well as limited edition beauty products. The space also houses Burberry accessories including sunglasses, scarves and an exclusive selection of bags, available only in the Beauty Box. A new look will be revealed each month, available to experience in store. Continuing Burberry’s integration of digital technology into its retail environments, the space features: a custom built digital screen in the shape of the iconic Burberry check, showcasing bespoke content on the exterior façade; a 16ft ‘digital chandelier’ showcasing monthly beauty content over multiple screens, bringing new looks and products to life; and the brand's first till-free retail environment. Payments are taken using a mobile point of sale system on iPads and iPhones, which also offers the option of digital receipts. The Digital Runway Nail Bar offers a virtual experience for trying on the latest Burberry runway nail shades. By placing a Burberry nail polish onto an RFID-enabled platform, customers can choose their skin-tone and virtually experience the selected nail shade. Burberry Beauty Box will also offer Beauty Styling, Fragrance Discovery, Runway Nail Service, bespoke consultations and one-to-one appointments.