Burberry’s open-plan, three-storey New Bond Street building has been converted into a luxuriously minimal space, all the better for showcasing the brand — and store’s — vast product offering.
Nods to the house’s globally recognised heritage are present, albeit given a modern reinterpretation (the ceiling lights recall the brand’s signature check, taupe carpets echo those iconic trenches). But there is a new-era presence felt throughout, as seen in pops of the electric “Burberry blue” found throughout and chief creative officer Daniel Lee’s redesigned logo above the door.
Establishing a dialogue between heritage and modernity has become a calling card for Lee since he landed one of fashion’s biggest jobs last October. His February London Fashion Week show was an A-list affair; the flagship’s by-appointment VIP suites should keep the celebrity fans — such as Stormzy and Jodie Comer — happy.
Last week Lee unveiled an excellently executed sophomore collection, Resort 2024, which gave the house’s classic codes a cool-kid energy.
A lot has changed in the three years since the store closed for refurbishment; retail is still feeling the aftershocks of pandemic lockdowns.
But the store is an impressive vote of confidence in the value of bricks and mortar. Although Lee’s first catwalk collection won’t land until September, the flagship currently has a preview and is inviting clients to pre-order pieces now. “It’s a really unique opportunity,” says store director Gianluca Roina. “It’s about the time and relationship with the customer.”
CEO Jonathan Akeroyd said it was “an exciting moment for the brand to reopen on one of London and the world’s premier luxury shopping destinations.”
