A department store covered in Burberry blue? Sounds like a wonderful dream, but is in fact reality as the British luxury brand partnered with iconic British department store, Harrods, for a month long takeover of their Brompton Road store entrenched in heritage and excellence. With exterior decor, food offerings, two immersive spaces and a capsule collection, Burberry went all in on sharing their vision with the public. The takeover showcases Burberry’s long standing connection with the outdoors and what they envision for future adventurers who wish to explore in style.
The outside of the store is lit up every night with the new signature color of the house, Knight Blue. This new color makes a bold impact as it washes over the whole collaboration and adds an eye-catching flair. Store windows and awnings received a colorful makeover with windows decorated with outdoor essentials and the classic green awnings were swapped with peeled-back tent canopies displaying the classic Burberry Check. If you get hungry trying to find all these delightful details, Burberry has a blue food truck right outside serving a special menu of British pastries and hot drinks.
Two spaces allow customers to get up close and personal with Burberry’s DNA. The first is a camping corner that allows explorers to discover British hiking offerings from the brand while also bringing forth a limited-edition orienteering map of Knightsbridge in collaboration with Open City charity, and mountaineer approved, Romney’s Kendal Mint Cake. The second is a rainwear space which displays a collection of the fashion staple and instantly recognizable, Burberry trench coats. The trench coat is deeply embedded in Burberry’s heritage so it allows visitors to truly understand what the house is all about.
If a store takeover wasn’t enough to satisfy your thirst for Burberry, the brand delivers a 40 piece capsule collection exclusive to Harrods. The collection includes womenswear, menswear, childrenswear but the accessories steal the spotlight. They introduced a new Knight bag, new iterations of the Chess and Rocking Horse bags, the Box sneaker in a new color-way, and exclusive eyewear styles. A line of 175 Harrods bears, reimagined by Burberry, mark the 175th anniversary of the legacy department store.
Age is just a number for these two, as they recreated the Harrods’ facade in the Gen Z and Alpha beloved gaming platform, Roblox. Burberry also worked with Snapchat to create a virtual lens and an in-store digital experience. While the digital world gained traction, plenty of VIP guests arrived in person to celebrate the launch of this takeover. The event included a special performance by Ezra Collective and guests included Anna Wintour, Daniel Lee, Naomi Campbell, Olivia Coleman and many more.
The Burberry Harrods takeover will run from 1 to 29 February 2024.