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This story was published before Summer 2021, when we launched our new digital experience.

Burberry’s New London Flagship

Photo courtesy of Burberry

Burberry’s newest London flagship store, located on Regent Street near the bespoke tailors of Savile Row and the luxury boutiques on Bond Street, is steeped in history. Since its construction in 1820, the building functioned as an art gallery, radio broadcast headquarters and livery stable. But with this month’s opening of the 44,000-square-foot store, Burberry is looking more toward the high-tech future than the past. During New York fashion week, visitors to the store watched Burberry Prorsum’s models, clad in Technicolor hues, strut the runway in real time, streamed overseas to the store’s oversized display; RFID (radio-frequency identification) tags woven into the clothing and accessories turned mirrors into video screens. Despite the flagship’s flashy interior, the brand hasn’t forgotten its rainy roots: On dreary days shoppers can hear raindrops patter on the ceiling’s Georgian lantern dome, reminding them that they are still in London—and wouldn’t they like a raincoat? 44-20/7806-8904;


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