Burberry’s lavish London flagship reopens on New Bond Street


Burberry’s New Bond Street building has undergone a stunning transformation, evolving into a luxurious and modern space that beautifully showcases the brand’s extensive product range.

While the design pays homage to the globally recognised heritage of the house, it does so with a contemporary twist. The brand’s iconic check pattern is cleverly reflected in the ceiling lights, while taupe carpets reminiscent of their iconic trenches add a touch of elegance. Notably, a fresh aura of the new era permeates the store, accentuated by vibrant pops of the distinctive “Burberry blue” hue and the redesigned logo by chief creative officer, Daniel Lee, placed above the entrance.

Daniel Lee’s arrival as chief creative officer has seen a seamless fusion of heritage and modernity, a signature approach evident in his successful February London Fashion Week show, attended by an A-list crowd. Moreover, the flagship’s exclusive VIP suites, designed for private appointments, are sure to please celebrity admirers, among them Stormzy and Jodie Comer.

During the three-year hiatus for refurbishment, the retail landscape has undergone significant changes, particularly in the wake of pandemic-related lockdowns. Despite this, Burberry’s decision to invest in the brick-and-mortar store demonstrates a resolute vote of confidence in physical retail spaces. Lee’s much-anticipated debut catwalk collection is set to debut in September, but the flagship store currently offers a preview, allowing clients to pre-order items. Store director Gianluca Roina highlights the uniqueness of this opportunity, emphasising the importance of fostering lasting relationships with customers.

With this impressive renovation, CEO Jonathan Akeroyd expresses the brand’s excitement in reopening at one of London’s and the world’s premier luxury shopping destinations. Burberry’s new store stands as a testament to their commitment to innovation, legacy, and the enduring value of in-person shopping experiences.