Burberry‘s beauty department is off to a running start after having been launched fairly recently, in April of this year. The long-time British designer empire opened its first store dedicated solely to its new beauty line in the form of a small concept shop called “Burberry Beauty Box” in London’s Covent Garden. The shop promises to carry Burberry’s full beauty line each season as well as some of the brand’s fragrances and other carefully selected accessories such as bags, scarves, and sunglasses.

This should be the one-stop shop for anything not apparel-related for Burberry, and the brand certainly did not skimp on presentation. The concept shop’s exterior is enveloped in screens that will project promotional materials while the interior features a 16-foot “digital chandelier” that will feature particular beauty products of interest, keeping you up to date with what’s “in” this season. The Burberry Beauty Box is also equipped with a Digital Runway Nail Bar where customers can experiment with different nail polish shades suggested to them based on their skin tone. There won’t be any cash registers in sight, either — only iPads and iPhones to make transactions.

The British brand doesn’t stop there; customers can also mix and match their own gift sets, chat with fragrance consultants, get complimentary makeup sessions, and visit the beauty bar to check out looks inspired by Burberry’s Brit, Body, Tender, and Icon lines. The brand is introducing their Runway Made to Order service that will allow customers to purchase beauty products used on the runway online immediately after shows. What more could you ask for? Well done, Burberry.

How would you enjoy Burberry’s concept shop?

Photo via Fashionista