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A fashionable address: Burberry opens at No.1 Sloane Street

Burberry’s new flagship store on Sloane Street, designed by architect Vincenzo De Cotiis, is a masterpiece of tradition and innovation

There are few central London addresses as prestigious as Sloane Street, and taking pride of place at No.1 is the new home of British luxury fashion house Burberry. Debuting a new and contemporary global design concept, the brand has deep-rooted historical ties to the location.

Founder Thomas Burberry opened his first London shop in SW1, and, 130 years later, the brand’s global headquarters is still located in the area. The new flagship store at No.1 Sloane Street celebrates the iconic SW1 postcode, and invites customers to experience the Burberry brand in a unique, modern space that seamlessly connects the house’s past, present and future.

“This historic corner for Burberry’s new home is certainly a prominent address – the rhythm of the windows marching around the façade sets the tone for this historic brand,” says architect Vincenzo De Cotiis, who partnered with Burberry on the store design. “Working with Burberry, we have elaborated the white of the iconic House check in varying tones and textures.”

Burberry’s classic beige also makes an appearance throughout the boutique, alongside black and white –– seen on the stairs and floor tiles –– and pops of red. Split across three floors, the space is divided into innovative zones by a gridded ceiling, which is a reinterpretation of the Burberry check pattern, creating a serene sense of openness enhanced by the reflection of the ceiling on the chequerboard floors.

On the ground floor, a standalone framed square unit situated in the entranceway acts as an illuminating gallery-like backdrop for the latest collections, spotlighting seasonal displays and inviting customers to view them as if in an art exhibition.

“The concept is intended to make the store feel both luxurious and familiar at the same time – the Burberry that everyone knows, but in a new contemporary context,” De Cotiis explains.

“This historic corner for Burberry’s new home is certainly a prominent address - the rhythm of the windows marching around the facade sets the tone for this historic brand.”

On the ground floor, the full range of Burberry’s accessories are presented in modern glass cabinets and sleek high-gloss shelving, including the Olympia bag and other bestselling Burberry designs, such as 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.

There is also a dedicated area on the ground floor paying homage to Burberry’s iconic trench coat. The immersive space has been designed to include mesmerising light tubes and secret sliding panels.

“I really appreciate the contrast of the contemporary interior within the historic shell, but also spaces like the Trench Coat area, in which the most classic Burberry pieces are immersed in an almost futuristic sort of display. The pieces appear precious and dynamic at the same time,” says De Cotiis.

The focal point of the first floor ­­– dedicated to womenswear – is the footwear collection, which is displayed on a tiered architectural island with a glass top section mounted upon white blocks, to elevate the shoes. The floor also boasts unmissable views of Knightsbridge, visible through a row of majestic arched windows. The boutique’s spacious and airy ambience is emphasised by the clever use of mirrors, which reflect the natural light that floods into the space.

Menswear takes over the second floor, spanning ready-to-wear, accessories and shoes. A contrast to the floor below, it is characterised by a white terrazzo throughout, along with polished stainless-steel detailing on rails and architectural frames, giving the space an urban, masculine feel.

De Cotiis describes the boutique environment as “familiar and at the same time experiential” – a testament to Burberry’s seamless amalgamation of traditional craftsmanship and heritage with cutting-edge technology and innovation.

“For me, Burberry is a sort of perpetual reference in fashion’s history – something that has always been, and always will be, representing values of a very specific style,” says De Cotiis. “As if painting a portrait, we have touched upon the past and present while also offering glimpses of the future.”

Burberry, 1 Sloane Street, SW1X 9LA | 020 3692 7370

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