Burberry founder Thomas Burberry opened his first London shop in SW1 and, 130 years later, the brand retains deep-rooted historical ties to the location, with its global headquarters still located in the area. Debuting a new and contemporary design concept, the brand’s new flagship store at No. 1 Sloane Street invites customers to experience the Burberry brand in a unique, modern space that seamlessly connects the House’s past, present and future.
‘This historic corner for Burberry’s new home is certainly a prominent address – the rhythm of the windows marching around the façade sets the tone for this historic brand,’ says Italian architect Vincenzo De Cotiis, who partnered with Burberry on the store design.
‘Working with Burberry, we have elaborated the white of the iconic House check in varying tones and textures.’ Burberry’s classic beige makes an appearance throughout the store, alongside black and white – seen on the stairs and floor tiles – and pops of red. Split across three floors and divided into zones by the gridded ceiling, there is a sense of openness created by the reflection of the ceiling on the chequerboard floors. On the ground floor, a stand-alone framed square unit situated in the entranceway acts as an illuminating gallery-like backdrop for the latest collections, spotlighting seasonal displays. There’s even a space dedicated to the iconic Burberry trench coat. Cut from gabardine – a revolutionary fabric that was invented by founder Thomas Burberry in 1879 – the Burberry trench has been made in Castleford, Yorkshire, for over 50 years, and this new immersive space celebrates its importance for the brand using light tubes and secret sliding panels.
‘The concept is intended to make the store feel both luxurious and familiar at the same time – the Burberry that everyone knows, but in a new contemporary context,’ explains De Cotiis.
The full range of Burberry’s accessories are also presented in glass cabinets across the ground floor, as well as a range of small leather goods including wallets, card cases, belts and pouches for men and women. Footwear is a focal point of the first floor, which is dedicated to womenswear, with shoes elevated on a tiered architectural island with a glass top section. This floor also boasts interesting views of Knightsbridge through a row of majestic arched windows. Menswear is found on the second floor, spanning ready-to-wear, accessories and shoes, and characterised by a white terrazzo floor throughout.
De Cotiis describes the store environment as ‘familiar and at the same time experiential’ – a testament to Burberry’s seamless amalgamation of traditional craftsmanship and heritage with cutting-edge technology and innovation.
‘For me, Burberry is a sort of perpetual reference in fashion’s history – something that has always been, and always will be, representing values of a very specific style,’ says De Cotiis.
No. 1 Sloane Street, SW1X 9LA; burberry.com