We’re just a few hours away from our first sight of a new Burberry under the creative direction of Riccardo Tisci, but one thing’s a big hint at what’s to come for the brand. Ahead of the brand’s show in London, the British label has unveiled a radically different store design for its flagship store at 121 Regent Street.
Taking its visual cues from the store’s previous incarnation as a theatre, the store has been demarcated and draped in lush curtains and carpeted floors for a sense of intimacy—the curtains also serve to mark out individually themed rooms dedicated to Burberry’s heritage pieces. Think rooms dedicated to the Heritage trench, the car coat, and even a room to celebrate the brand’s iconic Vintage check.
To further tie in the theatrical theme of the store, Burberry has installed an immersive and interactive art installation by British artist Graham Hudson across three floors. ‘Sisyphus Reclined’ combines sculpture, sound and visual concepts, to create a unique shopping experience for its visitors and will run in store until 26 October.
While it’s a far cry from Christopher Bailey’s wholesome, brilliantly British vision of the house, we’re kind of liking the edginess that has been injected into the brand already.
Don’t forget to tune in tonight to the Burberry spring/summer 2019 runway show livestream here.