© Courtesy of Burberry
Burberry has opened a flagship store on Sloane Street in London, based on a new global design concept that embodies the brand's luxurious elements.

"Our first Sloane Street store embodies the essence of Burberry: authentic, bold, and high-quality, with creativity at its core. Our first flagship store, located in the heart of London's Knightsbridge, is a new global store concept that offers unique British luxury as a place where all our customers, both at home and abroad, can explore the brand and our products. We look forward to welcoming customers to this new home, connecting the brand's past, present, and future."

Designed in collaboration with renowned architect Vincenzo De Cocis, our first Sloane Street store combines classicism with Brutalist elements and luxurious textures to create a distinctly modern atmosphere. The interior features display shelves and rectangular columns crafted from a variety of materials and textures, including concrete, ceramic, and glossy finishes. The beige, black, white, and red colors that define the Burberry check are used throughout, and the check pattern itself is reinterpreted in the ceiling lighting grid and checkerboard floor.

"This new home for Burberry tells a story. It's an open, inviting space, meticulously crafted to be both intimate and experiential, actively engaging with its heritage. It's dynamic and versatile, with a confident and bold presence deeply imbued with a sense of history, yet paradoxically embracing modernism. I sought to create a home for art, culture, and people, nestled within an intelligent and elegant modernity, and I designed a place that captures that."

The new store, located in the redeveloped Knightsbridge district of central London, is located in the iconic SW1 postcode, a key link to Burberry's heritage. SW1 is the area where founder Thomas Burberry opened his first London store and where the brand's global headquarters has been located for over 130 years. The first Sloane Street store offers customers the opportunity to experience the British luxury brand in a unique setting that connects Burberry's past, present, and future. Burberry has already opened five stores featuring the new design concept this year, including the Hankyu Umeda accessories store in Japan. Over the next 12 months, three more flagship stores featuring the concept will open: one in Shanghai's Plaza 66, one on Rue Saint-Honoré in Paris, and one on London's Bond Street.

© Courtesy of Burberry
© Courtesy of Burberry1F
The first Sloane Street store has been designed as a neat, bright, gallery-like space where Burberry's latest collections are displayed. The entrance is fitted out with square frames that display seasonal items. Currently, the store features Burberry's signature Olympia bag, characterized by its unique curved silhouette and handcrafted design. On the first floor, glass cabinets and polished shelves display all of Burberry's accessory categories, with glass partitions creating a sense of openness and intimacy. In addition to the Olympia bag, the store also carries Pocket Bags, TB Bags, and leather goods such as wallets, card cases, belts, and pouches for men and women. Additionally, a dedicated space has been set aside for the brand's signature trench coat, where suspended light tubes and sliding panels create an iconic image. For over 50 years, Burberry trench coats have been crafted in Castleford, Yorkshire, using cotton gabardine, a revolutionary fabric invented by Thomas Burberry in 1879.


© Courtesy of Burberry

2nd Floor
Upstairs, a mirrored ceiling and glass boxes surround an intricately tiled staircase made of monochrome tiles, reflecting a repeating pattern that inspires a sense of boundless adventure. The second floor is the women's floor, with a glossy white floor and Burberry beige carpet for a softer look. Shoes are displayed on tiered, custom-made fixtures. The large arched windows that surround the floor offer a panoramic view of Knightsbridge, and the numerous mirrors allow natural light to flow in, creating a sense of openness. The sculptural seating area features an ottoman in the center, allowing customers to relax and enjoy their shopping, and the accordion panels can be closed to create a more private space. The latest women's wear is displayed on the champagne gold-finished clothes rail.


© Courtesy of Burberry
3rd Floor
The third floor is the men's floor, and like the first and second floors, it is bright and open, but terrazzo is used throughout, and unlike the women's floor, the fixtures and clothes rails are finished in shiny stainless steel. In addition, sculptural furniture and fixtures are arranged in groups, emphasizing the asymmetrical feel of the floor. This floor offers men's clothing, accessories, shoes, and more.


【Store Information】
Store Name: BURBERRY NO. 1 SLOANE STREET / Burberry Sloane Street No. 1 Store
Address: No. 1 Sloane Street London SW1X 9LA
Opening Hours: (Monday-Saturday) 10:00 - 19:00 (Sunday) 12:00 - 18:00
Structure: 3 floors / 10 rooms
Area: 857 square meters


Burberry Official Website
Burberry.com
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