Thursday, February 1, 2024
Celebrating Burberry’s rich legacy of exploration and the outdoors, the contemporary British luxury brand undergoes a month-long transformation of the renowned Harrods department store into a knight blue haven.
From outfitting renowned explorers to crafting gear for adventurers, Burberry’s DNA has always embraced nature and the great outdoors – a heritage vividly showcased in this takeover.
STREET VIEW
Stroll down Brompton Road to witness Burberry’s spirit of exploration brought to life. Harrods’ familiar green awnings now don a seasonal Burberry Check, resembling peeled-back tent canopies. Windows feature camping elements like guy ropes, draped waterproof fabrics, and carabiners.
KNIGHT BLUE NIGHTS
Come nightfall, Harrods’ exterior bathes in knight blue illumination, the brand’s new signature color introduced by Chief Creative Officer Daniel Lee.
BURBERRY PICNIC
Warm up in February with British pastries and hot drinks from the Burberry food truck at Door 5, where a dedicated picnic area with knight blue benches awaits.
EXPLORE INSIDE
Harrods’ interiors host the Burberry Camping Corner, offering classic British hiking accessories. This includes a bespoke knight bottle opener, a hot water bottle, a limited-edition orienteering map of Knightsbridge in collaboration with Open City charity, and the chance to grab a piece of Romney’s Kendal Mint Cake.
Beyond pop-up spaces, delve into Burberry’s rich history with a rainwear area showcasing iconic trench coats, providing a deeper understanding of the brand’s esteemed legacy.
EXCLUSIVE COLLECTION
Explore a capsule collection of over 40 exclusive Burberry pieces at Door 6, Door 9, and the Harrods website throughout February. The range spans womenswear, menswear, childrenswear, and accessories, featuring new designs like the Knight bag, Chess and Rocking Horse bags, the Box sneaker, and exclusive eyewear styles.
175 YEARS OF BRITISH EXCELLENCE
Burberry’s partnership with Harrods marks the beginning of Harrods’ 175th-anniversary celebrations, with customised Harrods bears and a special camping-inspired hamper featuring a limited-edition Burberry picnic blanket in knight blue.
HARRODS’ GREEN MEN REIMAGINED
The iconic Harrods’ green men get a makeover in knight blue check, a pattern introduced by Daniel Lee in his Spring 2024 collection, marking the first redesign of their uniforms by a fashion house.
DIGITAL WILDERNESS
Experience the takeover virtually on Roblox, where Harrods’ facade has been recreated. This is Burberry’s second venture on Roblox, allowing players to explore and unlock exclusive items. A virtual lens with Snapchat and an in-store digital experience offer new ways to engage with the world of Burberry.
“Burberry’s takeover of Harrods, the world’s most recognizable department store, is a fusion of two British luxury icons celebrating exploration and the outdoors. Daniel has created an exclusive Burberry experience at Harrods, embracing our British spirit of fun and adventure. We invite customers to immerse themselves in this world of modern British luxury.”
Jonathan Akeroyd, Chief Executive Officer, Burberry
“We are excited to be collaborating with one of the world’s most celebrated luxury department stores. Bringing together two iconic British brands by designing a capsule collection with product exclusive to Harrods and creating an experience in store. The partnership is inspired by our heritage of exploration.”
The Burberry Harrods takeover is scheduled from February 1 to February 29, 2024.
Sunday, April 28, 2024
Sunday, April 28, 2024
Sunday, April 28, 2024
