Burberry once again demonstrates its commitment to delivering extraordinary and captivating encounters for its customers with the introduction of a temporary store makeover at its flagship location on Rodeo Drive in Beverly Hills. This renowned luxury brand embarks on a mission to celebrate the freedom of imagination through this transformation, inviting visitors to embark on a journey through spaces that are truly extraordinary and unlike anything they have ever encountered before.
The immersive experience is centered around the concept of ‘Animal Instinct’, an idea introduced by Burberry’s creative director, Riccardo Tisci. Inspired by the notion of transitioning between the infinite possibilities of fantasies and realities, the temporary store makeover is a reflection of this concept in every single detail.
The exterior of the building immediately captivates visitors with a striking, kaleidoscopic abstract print. This vibrant bubble gum pink, black, and white color palette, reminiscent of camouflage patterns, is a nod to the dynamic and curved prints present in Burberry’s latest collections for both women and men. As visitors approach the entrance, they receive a preview of the immersive experience that awaits.
Once inside, guests are met with a mesmerizing display of sculptural topography that serves as a feast for the eyes. Meticulously stacked mirrored speakers climb throughout the interior staircase, introducing an element of surprise and intrigue to the space. The combination of these sculptural elements and the showcase of runway looks in the window displays creates an atmosphere of fantasy and drama.
For those who venture up to the penthouse, a special delight awaits. An intimate viewing room has been meticulously created, providing a private space for visitors to enjoy a presentation film on a floor-to-ceiling screen, accompanied by a surround sound audio experience. This film offers a glimpse into Riccardo Tisci’s vision for the collection, seamlessly transitioning between music, wind, and nature sounds, further immersing viewers into the captivating world of Burberry.
As with many of Burberry’s recent experiences, this temporary store makeover is complemented by an exclusive Instagram filter. By utilizing this filter, customers have the opportunity to breathe life into the flagship storefront in innovative and unprecedented ways. Vibrant patterns emerge, paying homage to the abstract camouflage print that lies at the core of the Rodeo Drive takeover for the Spring/Summer 2022 season.
Burberry continuously pushes boundaries and redefines the traditional concept of a store through its relentless pursuit of immersive experiences. By creating moments like this temporary store makeover, the luxury label successfully forges a deeper connection with its customers, igniting their imagination and leaving a lasting impression. The Rodeo Drive takeover is a testament to Burberry’s unwavering commitment to innovation and drive to deliver exceptional experiences to fashion enthusiasts worldwide.
Useful links for more information:
– Burberry Official Website
– Burberry on Instagram
