Burberry has announced a month-long takeover at their Rodeo Drive location in Los Angeles. The takeover will be an immersive experience, bringing shoppers directly inside the ‘Animal Instinct’ world of their Spring/Summer 2022 womenswear collection.

 The takeover, the first of its kind since chief creative officer Riccardo Tisci joined the brand in 2018, transforms the exterior of the iconic store with bright whites and pinks, as well as a chic cow print, as seen in the RTW SS22 collection. The penthouse floor has also been transformed, with added audio and visual installations designed to imitate shifting between fantasy and reality. Other sensory elements of the takeover include experimentations with color and textures.  

Designed to be “a celebration of the freedom of imagination,” the takeover will expand beyond the Rodeo Drive store with an AR filter and an Instagram face filter. 

The immersive takeover comes just weeks after Burberry announced that they expect to see a 35 percent increase in annual revenue this year, as luxury retailers begin to bounce back from pandemic-related losses.  

The ‘Animal instinct’ takeover will be open from Feb. 10 to March 7.