Set on a prominent spot on the corner of New Bond Street and Conduit Street in central London, the 22,000-square-metre store is split across three levels.
The flagship store has a minimal open-plan interior that is characterised by stark white floor, walls and ceilings which are offset by pops of gold, blue and tones of brown.
The fixtures of the store such as its pillars, staircase, wall displays and mirrors bring a rigid and strict geometry to the space that is complemented by a panelled ceiling which was designed to mimic the brand’s iconic check.
“The minimalist interior is punctuated with an eclectic mix of contemporary furniture, creating a stripped-back setting designed to spotlight key Burberry pieces,” said Burberry.
“Overhead lighting has been crafted to replicate the iconic Burberry Check – a pattern introduced in the 1920s, referencing the brand’s rich heritage.”
Ceiling panels were organised in a gridded formation with spotlights set between each. Lighting strips were added to the panels at various intervals throughout the store and reference the multiple lines of the signature check.
Throughout the store, slivers of checkered tiles punctuate the stark white floors. A classic black-and-white checkered tile covers multiple areas of the interior, zoning numerous different spaces including ready-to-wear and accessory sections.
Other combinations of tiling include a dark brown and black rectangular tiles that are similarly organised in a checkerboard formation.
In contrast to the rigid lines of the store’s more permanent fixtures, furniture brings a softer and more playful look.
Curving sofas and armchairs were upholstered in bold shades of beige, brown and vibrant blue and placed on top of matching area rugs and carpets.
Display tables in blocky shapes are carried throughout each of the store’s floors and sit alongside glass, metal and mirrored vitrines.
Clothing rails draw on an industrial look, with the floor-to-ceiling structures reminiscent of scaffolding systems, however, set apart by their polished and reflective finish.
“We are excited to open the doors of our newly refurbished flagship store on New Bond Street in one of London and the world’s premier luxury shopping destinations,” said Burberry’s chief executive officer Jonathan Akeroyd.
“The store showcases our beautifully crafted products in a luxury setting that connects our customers with our brand and unique heritage.”
In 2022, British designer Daniel Lee was announced as Burberry’s creative director following a shock exit from Bottega Veneta. Soon after his appointment, Lee revealed the “first creative expression” under his direction in the form of an archive-inspired charging knight logo and serif logo font.
Earlier this year, British artist Tom Atton Moore was commissioned to create a series of hand-tufted textile installations for Burberry’s Paris showroom and Rue Saint Honoré store.
The photography is courtesy of Burberry.