I just had the chance to spend the weekend in Chicago and got a good look at the new Burberry flagship store, still under construction. First off, it seems a very successful translation of the iconic plaid to the façade. Eye-catching for those that don't know and immediately identifiable for those that do. This new design is second in line for the flagship re-design and I think that the Chicago store definitely comes with some awesome deviations from the original.
The Beijing flagship store almost looms as an articulated black box with giant video screens where the stairwell and front windows exist in Chicago. The building clearly says 'Burberry' and flashing Burberry advertisements dancing up and down the façade all day doesn't say as much as the steady stream of shoppers visible up and down the stairwells. The street level modifications seem more conducive to encouraging pedestrian traffic, also. Looking at other Beijing flagship stores, this seems like it might be a cultural preference. With a population of 20 million, the Beijing shopper just might require a bit more separation at the street level to truly enjoy their shopping experience. Nonetheless, for my tastes, the new Chicago Burberry store looks to be a great contemporary addition to the Magnificent Mile.
P.S. A green roof is always a great addition - so kudos on that too.
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