Burberry reimagines its Regent Street flagship store

Burberry has opened the doors to its flagship store at 121 Regent Street in London which has been entirely visually transformed to coincide with Riccardo Tisci’s first collection for the British fashion house.

121 Regent Street has been reimagined by Riccardo and is now home to individually themed rooms which collectively celebrate the past and future of Burberry through product and creativity.

Inspired by the building’s history as a theatre, each room is wrapped in draped curtains with thick carpeted floors. Trench-inspired hues feature throughout the store ranging from stone to honey alongside accents of light pink and pistachio. Fixtures made from plywood provide a contrast to the rest of the space and over one hundred plinths add colour, texture and tone.

Individual rooms have been curated to celebrate singular products ranging from The Heritage trench to the car coat and a room dedicated entirely to the Vintage check.

At the heart of the newly transformed space is ‘Sisyphus Reclined’, a three-floor scaffold immersive and interactive art installation by British artist Graham Hudson. ‘Sisyphus Reclined’, which transforms the store’s main atrium into an exhibition space, is a narrative tale in sculptural form combining sound and visual concepts. The installation will remain in store until 26 October.

121 Regent Street will be the only physical place in the world where you will be able to buy pieces from Riccardo’s debut collection from 5.30pm on Monday 17 September, immediately following their preview on the runway as part of a series of 24-hour capsule releases. This collection of limited-edition designs for men and women will also be available via Instagram and WeChat.

www.burberry.com