Burberry announces the opening of No.1 Sloane Street, London – the first flagship store to feature Burberry’s new global design concept that encapsulates the essence of the luxury house.
‘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. 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. We’re excited to welcome our customers to this new home for our brand that connects our past, present and future.’
Marco Gobbetti, Burberry Chief Executive Officer
Designed in collaboration with renowned architect Vincenzo De Cotiis, Burberry’s No.1 Sloane Street twists classicism as rules become skewed, juxtaposing brutalist elements with luxurious materials to create a distinctly modern feel. The store features display fixtures and plinths constructed in a variety of textures from concrete to ceramics to high-gloss finishes. The core colours of the Burberry check – beige, black, white and red – are also explored and developed throughout the store, whilst the iconic pattern itself is reinterpreted in the gridded ceiling’s mirrored zones, creating a sense of openness as it reflects the roaming tiled chequerboard floors.
‘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. A dynamic and versatile space: confidence and decisiveness strongly reverberate with a sense of history, while at the same time falling into the contradiction of contemporaneity. We wanted to create a domestic shell, a home where art, culture and people move through intelligent and elegant modernity. The place as a portrait.’
Vincenzo De Cotiis, Architect
Located in the heart of London on The Knightsbridge Estate’s new development, Burberry’s new store celebrates the iconic SW1 postcode – a destination the house has strong ties to historically. Founder Thomas Burberry opened his first London store in the SW1 area, which, 130 years later, remains the home of the brand’s global headquarters. No.1 Sloane Street offers an opportunity to fully experience the British luxury brand in a unique space that connects Burberry’s past, present and future. Burberry will open three more flagships featuring its new design concept over the next 12 months – at Plaza 66 in Shanghai, on Rue Saint-Honoré in Paris and on Bond Street, also in London.
No.1 Sloane Street is designed as a pure, bright space that acts as an illuminating gallery-like backdrop for Burberry’s latest collections. Situated in the entrance, a standalone framed square unit has been created to host and spotlight seasonal displays – a defined space for constant adaptation. The unit currently features Burberry’s signature Olympia bag – a shoulder bag sculpted from smooth leather with a unique curved silhouette, hand-crafted in Italy. Across the ground floor, the full range of Burberry’s accessories are presented in glass cabinets and high-gloss shelving. Glass dividers are used to create a sense of intimacy whilst maintaining a sense of openness. In addition to The Olympia Bag, the ground floor features key bag styles including The Pocket Bag and The TB Bag, as well as a range of small leather goods including wallets, card cases, belts and pouches for men and women.
The ground floor also exhibits the signature Burberry trench coat in a dedicated area, creating an iconic impression of the house’s hallmark with suspended light tubes and sliding panels. Made in Castleford, Yorkshire for more than 50 years, the Burberry trench is cut from cotton gabardine – a revolutionary fabric invented by founder Thomas Burberry in 1879.
Leading up from the ground floor, a glass box with a mirrored ceiling envelops the intricate monochromatic tiled staircase, its repeated reflection inviting infinite exploration. Ascending to the first floor dedicated to womenswear, the white gloss is softened with Burberry beige carpet. A tiered custom-made architectural island is designed to celebrate the womenswear shoes it displays, as the unmissable views of Knightsbridge are emphasised through the many large arched windows which wrap around the floor. The store’s predominant feeling of openness is emphasised by the repeated use of mirrors, which continuously reflect the natural light flooding in from outside. Sculptural seating areas and an ottoman centrepiece further invite customers to relax and enjoy the space throughout their experience, whilst accordion panels can also be employed to create private consultation areas. Structured rails in a champagne finish suspend the womenswear ready-to-wear assortment.
The second floor, dedicated to menswear, builds upon the bright, open language of the lower two floors, using white terrazzo throughout, whilst the fixtures and structured rails are differentiated from womenswear, evolved into a polished stainless steel finish in lieu of champagne. The menswear area incorporates custom sculptural furniture and fixtures, each positioned in clusters, emphasising the architectural asymmetry of the space. Menswear product assortments are offered across ready-to-wear, accessories and shoes.