Burberry has launched its first first social retail store in Shenzhen, China.

The store aims to blend physical and social worlds, a concept that the British label has been exploring since quite some time. In July, it posted a video f CGI digital avatars, one of which was Kendall Jenner and along with a set of photo self portraits shot by Jenner.

The 5,800-square-foot store is split up into 10 rooms for customers to explore and interact with, in person or through social media. It will feature store tours and product information, and will also act as a medium for client services, such as in-store appointment bookings and events reservations.

“Burberry has always been a brand of firsts, built on a belief that creativity has the power to open spaces. We test new ideas and push the boundaries of what’s possible. When it came to innovating around social and retail, China was the obvious place to go as home to some of the most digitally savvy luxury customers,” CEO Marco Gobbetti said.

“Together with Tencent, we have pioneered a new concept that will redefine expectations of luxury retail. The first step in an exclusive partnership between our companies, Burberry’s social retail store in Shenzhen is a place of discovery that connects and rewards customers as they explore online and in store. It marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world.”