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Burberry Unveils Flagship Store Featuring New Luxury Design Concept At Shanghai Plaza 66

Designed in collaboration with renowned architect Vincenzo De Cotiis, Burberry’s Shanghai Plaza 66 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

Burberry has a longstanding commitment to creating a more sustainable future by reducing its environmental impacts and driving positive change. In line with its industry-leading ambition to become Climate Positive by 2040, Burberry’s Plaza 66 store is carbon neutral and is undergoing the LEED (Leadership in Energy and Environmental Design) certification process. All stores in Mainland China are carbon neutral and Burberry is on track to procure all of its electricity from renewable sources by 2022. Burberry will have a carbon neutral footprint across all of its operations globally by next year.

Burberry will open two more flagships featuring its new design concept over the next year – on Rue Saint-Honoré in Paris and on Bond Street in London. 

Burberry Shanghai Plaza 66 store 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.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. 

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. 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 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 first floor also exhibits the signature Burberry womenswear trench coat in a dedicated area, creating an iconic impression of the house’s hallmark with suspended light tubes and sliding panels

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. Especially, the signature Burberry menswear trench coat which is exhibited in a dedicated area.


About the Store

  • Address: Burberry, Shanghai Plaza 66 L117, No.1266, Nanjing West Road, Jin’an District, Shanghai   
  • Opening hours: Monday-Sunday 10am-10pm
  • Five Burberry stores featuring the new global design concept have already opened this year, including Shinsegae Times Square in Korea, SKP Accessories in China and Umeda Hankyu Accessories in Japan. Burberry opened the first flagship store to feature the new design concept in July at No.1 Sloane Street and will open two more within the next year on Rue Saint-Honoré in Paris and on Bond Street, London.
  • Discover more about Shanghai Plaza 66 flagship store here 

About the Product

  • The Autumn/Winter 2021 Womenswear Collection
    • Named ‘Femininity’, Riccardo Tisci’s Autumn/Winter 2021 womenswear collection for Burberry sheds archetypes and readdresses preconceptions with unflinching pride and conviction. Re-inventing tradition, British tailoring classics are renewed with fresh purpose and confidence – a modern armour – twisting classicism and encouraging freedom of expression. The collection returns to the animal kingdom – a house code – as trompe l’oeil prints and tactile faux furs play on the natural and the fashioned, with unexpected adornment on hoods and exaggerated pelt fringing. Fluttering cape-sleeve dresses in colour block and animal print, and fluid unlined outerwear evoke a sense of freedom, as if moving in the wind, whilst bold and bright flag intarsias appear on silk satin and tulle skirts, alongside reconstructed silhouettes with geometric panels and prints.
  • The Autumn/Winter 2021 Menswear Collection
    • Named ‘Escapes’, Riccardo Tisci’s Autumn/Winter 2021 menswear collection for Burberry gently challenges and subtly reinvents traditions, inviting freedom of expression. The collection itself is dynamic and young, vibrant and alive. Outerwear is key. Clothes are engineered to reflect motion and activity – with pleats, panels and fringes – as if moving in the wind. Layered pieces morph unexpectedly on the body. Tailoring has a sense of twisted classicism, whilst Burberry’s quintessential house codes – the trench coat and Burberry beige – are evolved.
  • The Autumn/Winter 2021 Pre-Collection
    • The collection takes inspiration from Burberry’s connection with the outdoors which has sat at the heart of the brand since Thomas Burberry founded the house. A history celebrating kindred spirits, those who go beyond and explore the unknown. Riccardo continues to celebrate this story through juxtapositions: camouflage over trench coats and mesh bodysuits, as well as floral prints applied to field jackets, cargo trousers, short-sleeve shirts and jogging pants. An eclectic mix which explores familiar pieces and house codes fused with a sense of modernity.
  • The Burberry trench coat
    • Polished and practical, the beautiful, weatherproof cotton gabardine trench coat remains at the heart of Burberry. Classic styles for men and women include the Kensington, Chelsea, Waterloo and Pimlico, with colourways including honey, midnight blue, pale blue and black.
  • The Olympia Bag
    • The Olympia Bag has a crescent curve that moulds closely against the body with an athletic aura told through its defined arc – the shape nodding to the past with a twist of modern classicism.
    • The bag is available in a range of fabrics from classic smooth leather and hand-buffed leather to quilted and canvas, colours include classic warm tan to pale blue and green.
    • A new campaign celebrating the Olympia was recently launched in May 2021 starring FKA twigs, Kendall and Shygirl.
  • The Lola Bag
    • A soft silhouette punctuated with the Thomas Burberry Monogram clasp and a polished chain strap. The Lola is the rebellious, unstructured little sister of the TB Bag, youthful, playful and vibrant.
    • The bag joined the family as part of Riccardo Tisci’s inaugural collection for Burberry, and is inspired by the house’s logo. It is a celebration of the heritage of the brand and its founder, Thomas Burberry.
    • The bag, which is hand-crafted in Italy, is a padded and softly constructed bag. It comes in various fabrications, from Italian-tanned leather and lambskin to cotton canvas. The quilted leather references the iconic Burberry check, while the polished chain strap is adjustable. 

About Vincenzo De Cotiis

  • Vincenzo De Cotiis was born in 1958 in Gonzaga, Italy.
  • He studied architecture at the Politecnico di Milano and founded his studio in Milan where he lives and works.
  • Research, abstraction and nature guide his interior architecture interventions, as well as art and collectible design pieces.
  • De Cotiis creates sculptural spaces that evoke physical and intellectual experiences, on the cusp of art and architecture, with no boundaries.
  • The fertile dialogue between old and new is one of the cornerstones of his work. History breaks free in the spaces where the line between past and future blends.
  • Considered a pioneer of the international design scene, De Cotiis creates unique and limited-edition projects. His interests in the passage of time and historical memory inflect pieces that combine luxurious materials with unexpected textured details.
  • Selected artworks are available through the artist’s gallery in Milan, Carpenters Workshop Gallery in London, New York, San Francisco and Los Angeles, and exhibited at leading global design fairs including Art Basel, Art Paris, Design Miami, Dubai Design Week, FOG, Frieze, PAD, TEFAF, The Armory Show and Zonamaco.
  • In 2019, Vincenzo De Cotiis’s work was presented at the Museo Franz Mayer, Mexico City and at the Ca’d’Oro during the Venice Biennale.

About Burberry

  • Burberry is a global luxury brand, headquartered in London, UK.
  • Founded in 1856, Burberry is listed on the London Stock Exchange (BRBY.L) and is a constituent of the FTSE 100 index.
  • BURBERRY, the Equestrian Knight Device, the Burberry check and the Thomas Burberry Monogram and print are trademarks belonging to Burberry.
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