Burberry announces new flagship store on London’s Sloane Street

SYNONYMOUS for luxury shopping, London’s Sloane Street is lined with some of the biggest names in the fashion industry. Taking over the prestigious No.1 address, British fashion brand Burberry has announced the opening of its first flagship store that encompasses its new global design concept.

Burberry No.1 Sloane Street_001
Burberry No.1 Sloane Street

“Our new flagship store at No.1 Sloane Street is a manifestation of all that is Burberry: authentic, bold, elevated with creativity at its core,” begins Marco Gobbetti, Burberry’s CEO. “An iconic destination in the heart of Knightsbridge, London, it is the first to carry our new global store concept, providing a uniquely British luxury setting for our local and international customers to explore our brand and products.”

Burberry No.1 Sloane Street_003
Burberry No.1 Sloane Street

Bringing architect Vincenzo De Cotiis on board for the project, the interior is designed to twist the rules of classic architecture and juxtapose it with brutalist elements made from luxury materials for that contemporary touch.

Playing about with textures, concrete will sit beside ceramics which then contrasts the high-gloss finishes draped around, upholding the hybridity seen in the collections.

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Burberry No.1 Sloane Street

The iconic Burberry check made from beige, black, white and red will be at the forefront of the store’s colour scheme while the pattern itself will be reinterpreted in the gridded ceiling and emphasised with mirrors.

De Cotiis begins by explaining, “This is a story about a home, Burberry’s new home. 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”.

Burberry No.1 Sloane Street

With the SW1 destination being the inaugural location that links to the founding London store in the same area some 130 years ago, the brand is set to open three more stores that mimic the same design concept over the next 12 months: Plaza 66 in Shanghai, Rue Saint-Honouré in Paris and an additional London location being Bond Street.

by Imogen Clark 

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