Moving home

Burberry’s new London flagship is in the same postcode as Thomas Burberry’s first ever store
By Alex James Taylor | Fashion | 21 July 2021

Burberry have cut the ribbon on a new flagship store in their hometown of London. Located on the corner of Sloane Street in the heart of Knightsbridge, the store’s SW1 postcode holds significant importance: it’s where founder Thomas Burberry opened his first London store in 1891.

Employing the handiwork of renowned architect Vincenzo De Cotiis, the new Sloane Street space debuts a new global store concept for the luxury house, which will be rolled out across the next twelves months at Plaza 66 in Shanghai, on Rue Saint-Honoré in Paris and London’s Bond Street. Across ten rooms and three floors, Burberry’s heritage roots are blended with a distinctly modern touch that reflects Riccardo Tisci’s current tenure. Inside, a monochromatic tiled staircase defines the space, alongside display features and plinths constructed in natural materials, from concrete to ceramics, and structured, minimalist rails, while the iconic Burberry check is reinterpreted as an impressive gridded mirrored ceiling.

‘This is a story about a home, Burberry’s new home,” says De Cotiis on the store concept. “An open and welcoming place, prolifically rich in detail. A familiar and at the same time experiential environment, in which to participate actively in tradition. A dynamic and versatile space: confidence and decisiveness strongly reverberate with a sense of history, while at the same time falling into the contradiction of contemporaneity. We wanted to create a domestic shell, a home where art, culture and people move through intelligent and elegant modernity. The place as a portrait.’


Burberry’s new flagship store is located at 1 Sloane Street.

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