Burberry's Fancy New London Shop Begs the Question: What's the Point of Flagships in the Era of E-Commerce?

Burberry's new London flagship was unveiled last week in all its high-tech dazzlement. Designed to resemble the brand's website, the store boasts 44,000-square feet organized just like Burberry.com and merchandised according to Burberry's 13 different brands. Beyond projected street-style imagery and music videos, there are museum-like brand exhibits, a "hydraulic stage" for cultural programming, monthly music gigs, and, the centerpiece of the in-store experience, a recurring "digital rain shower."