Burberry's Refurbished Flagship Store Makes its Mark on New Bond Street


After months hidden behind chequered hoardings, Burberry has finally re-opened the doors to its highly-anticipated global flagship at 21-23 New Bond Steet. Fully reimagined with luxurious contemporary design details, the two-storey space measures 22,000 sq. ft. With clever state-of-the-art touches and featuring all the collection hits, Burberry's glossy new boutique has been well worth the wait.

Indeed, every aspect of the store is designed for a more immersive shopping experience. The offering includes womenswear, menswear, eyewear, shoes, and accessories with a stronger focus on leather goods. The grand unveiling also marks the start of a new chapter for the modern British luxury brand, under Creative Director, Daniel Lee. Having previously worked in the studios of Phoebe Philo’s Céline and with Donna Karan in New York, the British designer most recently enjoyed a successful tenure as Creative Director for Italian luxury label Bottega Veneta before joining Burberry earlier this year.

Those of you who like to get ahead of the crowds will be pleased to know that the New Bond Steet flagship is the only store where you can shop and try for size before pre-ordering Lee's eagerly anticipated AW23 collection, before its arrival in September. As for key interior highlights, the flagship's minimalist design is punctuated with an eclectic mix of contemporary furniture including low-slung velvet sofas, which are artfully arranged across both floors. Elsewhere, overhead lighting has been crafted to replicate the Burberry check, a pattern introduced in the 1920s, as a nod to the brand's rich heritage. A monochrome colour palette flows throughout and is interspersed with soft touches of gold to emphasise the brand's latest pieces.

Meanwhile, the open layout creates a satisfying sense of space but also accommodates quiet corners for clients who cherish their privacy. Take the plush new VIP room for instance, where you can sit back and enjoy a bespoke consultation on new-season pieces - from Burberry's coveted Mini Frances bag to its signature trenches with a contemporary twist.

As for the store's carefully considered refresh, Jonathan Akeroyd, Burberry's Chief Executive Officer says: "We are excited to open the doors to our newly refurbished flagship store on New Bond Street in one of London and the world's premier luxury shopping destinations. The store showcases beautifully crafted products in a luxury setting that connects our customers with our brand and unique heritage."

No doubt you'll want to be first in line to see Lee's collection in its beautiful new home. In which case, we look forward to seeing you in-store soon!

Burberry, 21-23 New Bond Street, London, W1S 2RE

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