Burberry has recently unveiled its newly renovated flagship store on New Bond Street in London, a major milestone in the brand’s transformation led by creative chief Daniel Lee and CEO Jonathan Akeroyd. Located at 21-23 New Bond Street, the store now offers an immersive shopping experience, showcasing a wide range of womenswear, menswear, eyewear, shoes, and accessories. Notably, the revamped store places a stronger emphasis on leather goods, distinguishing it from its previous iteration, and also introduces a brand new VIP section.
The store’s interior is characterized by a minimalist design, featuring a diverse mix of contemporary furniture strategically placed to highlight key Burberry pieces. In addition, the company has cleverly incorporated elements that pay homage to its rich heritage. For instance, overhead lighting has been installed to replicate the iconic Burberry Check pattern, originally introduced in the 1920s and still prominently featured in every Burberry collection today.
The reopening of the flagship store comes after an extensive two-year renovation process, during which the location was temporarily closed under the guidance of former CEO Marco Gobbetti and creative head Riccardo Tisci. Speaking about the new store, Jonathan Akeroyd emphasizes, “It showcases our beautifully crafted products in a luxury setting that connects our customers with our brand and unique heritage.”
The timing of Burberry’s reopening is particularly opportune, as footfall to Bond Street continues to rise despite the discontinuation of tax-free shopping for tourists. Moreover, the street itself is undergoing significant development, with numerous globally renowned luxury brands either relocating to the area or expanding their existing stores.
Burberry’s rejuvenated New Bond Street flagship store represents a fresh chapter for the brand, successfully merging its cherished heritage with a contemporary and immersive shopping experience. With its enhanced focus on leather goods and its sleek minimalist interior, the store is poised to attract both loyal customers and new visitors alike.
Useful links:
1. Official Burberry Website
2. New Bond Street Official Website
