Burberry is preparing to restore and reinvent its London flagship on Regent Street. Renamed Burberry House, the site will bring together the brand's collections, heritage, culture and hospitality, in a building designed in the early 19th century for the prince regent, which has in turn housed an art gallery, a cinema and a theatre.
« Nous sommes ravis de restaurer et de réinventer notre emblématique flagship de Regent Street en Burberry House », said Joshua Schulman, chief executive officer of Burberry. « Destination immersive, elle associera expériences, archives et art de recevoir afin de créer un lieu de découverte et d'inspiration. »
The official opening is scheduled for autumn 2027. The project, designed with interior architect Peter Mikic, will showcase 170 years of heritage alongside a contemporary expression of British art, craftsmanship and design. « Le point de départ était l'idée d'une demeure britannique, où chaque meuble et chaque objet possède sa propre singularité et où les espaces dégagent une atmosphère familière, comme s'ils avaient évolué naturellement au fil du temps », explains Peter Mikic.
A journey between heritage and craftsmanship
At the centre of the store will stand the Trench Arcade, dedicated to trench-coat craftsmanship, bringing together historic models and seasonal reinterpretations, with a bespoke restoration and personalisation service. On the first-floor mezzanine, the 1856 Gallery will host temporary exhibitions drawn from the archives, from the invention of gabardine to the heritage of the trench coat.
The Drawing Room will be reserved for private appointments, personalised products and after-sales service, while a children's space, the Knight's Tale, will draw inspiration from castles and medieval courts. A lounge, Burberry's Tea & Coffee, will offer teas, coffees and refreshments from a menu developed with a British chef.
The interior design will draw on a palette of natural tones evoking the English countryside and the beige of the trench coat, enhanced with touches of red recalling the « raker » line of the Burberry Check motif. Herringbone parquet flooring will echo the twill of gabardine, and bespoke rugs will reinterpret old scarf prints from the archives.
The return of an emblematic clock
The circular entrance dome of the Foyer will regain the golden glow it had in the 1920s, when the building housed a cinema. The « Burberrys » clock, made of cast iron, opal glass and gold leaf and blending Victorian influences with late-1930s style, will be returned to its place above the Regent Street entrance after restoration by master clockmakers. It originally adorned the facade of Burberry's very first London flagship, on Haymarket, where the house remained for nearly a century before moving to Regent Street.
« Alors que cette horloge trouve son nouvel écrin sur Regent Street, nous nous réjouissons d'accueillir à nouveau le public et de lui donner rendez-vous sous son cadran », said Joshua Schulman.
The Regent Concept, the name given to this interior architecture, will be rolled out gradually across Burberry's global store network.
