The luxury brand has unveiled its debut cosmetics store, packed as usual with some forward-thinking digital features alongside all the beauty treats.

Set in London’s famed Covent Garden shopping precinct, the new Burberry Beauty Box mixes “personalised physical and digital experiences” designed to foster connections between the brand’s different make-up, fragrance and accessories.

The store contains all the brand’s beauty lines as well as a selection of accessories, and fragrances including Burberry Brit Rhythm, which launched in September. There are also new seasonal beauty looks designed to complement the brand’s runway collections.

The Runway Made to Order has been expanded to the beauty lines, meaning that customers can shop the new products online as soon as they appear on the catwalk.

In store there are dedicated Beauty Stylists offering free consultations for skin, eyes and lips, while you can also book yourself in for the Runway Nail Service with one of the brand’s professionals.

Perhaps the most exciting development is the range of digital developments including the Digital Runway Nail Bar, which offers “a playful virtual experience” for trying on the latest Burberry runway nail shades. You place a polish onto an RFID-enabled platform, choose your skintone and virtually experience the selected nail shade.

Design wise, it’s digital all the way too. The space features a giant digital video screen on the exterior and a 16-foot digital chandelier inside. It’s also the company’s first till-free store, meaning that payment is taken by staff on the shop floor armed with mobile payment software on iPhone and iPads.