Inside Burberry’s new flagship store in London

Burberry has recently opened the new flagship store at No. 1 Sloane Street in London.  The store is the first to carry the new global store concept.  The store features display fixtures and plinths constructed in a variety of textures from concrete to ceramics to high-gloss finishes. The core colors of the Burberry check – beige, black, white and red – are also explored and developed throughout the store, while the iconic pattern itself is reinterpreted in the gridded ceiling’s mirrored zones, creating a sense of openness as it reflects the roaming tiled checkerboard floors.

At the ground floor of No.1 Sloane Street, a standalone framed square unit at the entrance has been created to host and spotlight seasonal displays.  Across the ground floor, the full range of Burberry’s accessories are presented in glass cabinets and high-gloss shelving.  Glass dividers are used to create a sense of intimacy while maintaining a sense of openness. In addition to The Olympia Bag, the ground floor features key bag styles including The Pocket Bag and The TB Bag, as well as a range of small leather goods including wallets, card cases, belts and pouches for men and women.

The ground floor also exhibits the signature Burberry trench coat in a dedicated area, creating an iconic impression of the house’s hallmark with suspended light tubes and sliding panels. Made in Castleford, Yorkshire for more than 50 years, the Burberry trench is cut from cotton gabardine – a revolutionary fabric invented by founder Thomas Burberry in 1879.

Leading up from the ground floor, a glass box with a mirrored ceiling envelops the intricate monochromatic tiled staircase.  Ascending to the first floor dedicated to womenswear, the white gloss is softened with Burberry beige carpet. A tiered custom-made architectural island is designed to celebrate the womenswear shoes it displays, as the unmissable views of Knightsbridge are emphasized through the many large arched windows which wrap around the floor.

The store’s predominant feeling of openness is emphasized by the repeated use of mirrors, which continuously reflect the natural light flooding in from outside. Sculptural seating areas and an ottoman centerpiece further invite customers to relax and enjoy the space throughout their experience, while accordion panels can also be employed to create private consultation areas. Structured rails in a champagne finish suspend the womenswear ready-to-wear assortment.

The second floor, dedicated to menswear, builds upon the bright, open language of the lower two floors, using white terrazzo throughout, while the fixtures and structured rails are differentiated from womenswear, evolved into a polished stainless steel finish in lieu of champagne. The menswear area incorporates custom sculptural furniture and fixtures, each positioned in clusters, emphasizing the architectural asymmetry of the space. Menswear product assortments are offered across ready-to-wear, accessories and shoes.

The company also announced that there will be three more flagships to open over the next 12 months.  The three new stores will be located at Plaza 66 in Shanghai, on Rue Saint-Honoré in Paris and on Bond Street, also in London.