Burberry opens new concept flagship on Sloane Street, more planned globally

By

Sandra Halliday

Published
Jul 21, 2021

Burberry has officially unveiled its new-concept flagship on Sloane Street in London. It’s the first of its flagships to feature its new global design concept “that encapsulates the essence of the luxury house”.

It will open three more flagships featuring the new design over the next 12 months: at Plaza 66 in Shanghai, on Rue Saint-Honoré in Paris and on Bond Street in London.

In a prime position at  No.1 Sloane Street, CEO Marco Gobetti called the new store “a manifestation of all that is Burberry: authentic, bold, elevated, with creativity at its core”.

And he added that it’s a “uniquely British luxury setting for our local and international customers to explore our brand and products”.

It was designed in collaboration with architect Vincenzo De Cotiis and “twists classicism as rules become skewed, juxtaposing brutalist elements with luxurious materials to create a distinctly modern feel”. 

It has display fixtures and plinths in a variety of textures from concrete to ceramics and high-gloss finishes. The core beige, black, white and red of the Burberry check are also “explored and developed throughout the store”, with the pattern itself being “reinterpreted” in the gridded ceiling’s mirrored zones.

The ground floor features “an illuminating gallery-like backdrop” for the latest collections. In the entrance, a standalone framed square unit spotlights seasonal displays. The new Olympia bag is the featured product at present. 

Across the ground floor, the full range of accessories are presented in glass cabinets and on high-gloss shelving. Glass dividers are used “to create a sense of intimacy whilst maintaining a sense of openness”.

There’s also the signature Burberry trench coat in a dedicated area with suspended light tubes and sliding panels.

On the first floor that’s dedicated to womenswear, white gloss is softened with a Burberry beige carpet. A tiered custom-made architectural island displays shoes and the numerous large arched windows that wrap around the floor give views of Knightsbridge. 

The repeated use of mirrors continuously reflects the natural light flooding in from outside. Sculptural seating areas and an ottoman centrepiece add an element of comfort, while accordion panels can also be used to create private consultation areas. 

The second floor is dedicated to menswear and uses white terrazzo throughout. The area incorporates custom sculptural furniture and fixtures, each positioned in clusters, “emphasising the architectural asymmetry of the space”.