Visitors to Shenzhen's Burberry flagship store can use Tencent's WeChat app to interact with the window display and play their own music in fitting rooms.
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 fawn that hatches from an egg.

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.

All the products have QR codes, which can be scanned to display more information and visual hints for styling the project ? and give the user more points for unlocking content.
The interactive window display is currently a sculptural recreation of the runway for Burberry's Autumn Winter 2020 show. Mirrors and screens capture the movement of people as they interact with it, which...