August 3, 2021

In London, Burberry unveils its new store concept on Sloane Street

Translated by

Paul Kaplan

Published on

Jul 22, 2021

Burberry inaugurates its new concept of flagship on Sloane Street, London. Over the next twelve months, the British label will open three more stores under this new layout: at Plaza 66 in Shanghai, rue Saint-Honoré, in Paris, and on Bond Street, in London.


Burberry CEO Marco Gobbetti describes the new boutique as “a concrete manifestation of everything that makes up the world of Burberry: authenticity, daring, quality, and uncompromising creativity”. According to him, it is a “luxurious and quite British device”.

Designed in collaboration with architect Vincenzo De Cotiis, the store “diverts classicism from the rules, juxtaposing brutalist elements with luxurious materials to create a resolutely modern atmosphere”.

New flagship has displays and plinths with varied textures, from concrete to ceramic to shiny finishes. The beige, black, white and red of the famous Burberry tile are also “showcased throughout the store”, with the pattern itself being “reinterpreted” on the grid mirrored ceilings.

The ground floor is lit by “luminous walls that evoke an art gallery” and hosts the latest collections. In the entrance, a free-standing square location showcases seasonal products – currently the new Olympia bag model.

The full range of accessories is presented in glass display cases and on illuminated shelves. Transparent partitions “create an intimate atmosphere while maintaining a feeling of openness”.

You can also admire Burberry’s signature trench coat in a dedicated space, with hanging light tubes and sliding panels.

On the first floor, dedicated to women’s fashion, shiny white is softened by a Burberry beige carpet. A stepped architectural island puts shoes in the spotlight.

The second floor, devoted to men’s ready-to-wear, is entirely covered with white terrazzo. The space is furnished with specially designed sculptural elements, arranged in small groups, “to emphasize the architectural asymmetry of the space”.

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