Burberry just opened its newly expanded store at 131 Spring Street in the heart of New York City’s Soho neighborhood. The retail project was thinked to follow the the brand’s global aesthetic concept. The store interior design was developped by Burberry chief creative and chief executive officer Christopher Bailey.

According to a press release, the store has been completely redesigned to include a second floor. Two new entrances were also added to the store, which sells a range of men’s and women’s Burberry collections including Burberry Prorsum. Burberry London, Burberry Brit and accessories.

It’s equipped with a range of cutting-edge retail technology, including large video screens showcase brand content and broadcast live events, iPads carried by store associates and wifi availability. Additionally, the store will offer in-house tailoring experts for alteration services, personal and bespoke services and consultations and an exceptional customer service experience. (For example, sales associate speak a range of 10 languages including Chinese, Russian and Arabic).

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American customers are a key market for Burberry. The classic British brand recently opened stores on Rodeo Drive in Los Angeles, the Design District in Miami and on Post Street in San Francisco.

Located at 131 Spring Street, Burberry’s larger SoHo boutique is a testament to the  bestBritish brand’s commitment to New York, where it operates six storefronts.

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