As a leading name in the industry, British fashion house Burberry is one of the most recognisable brands around the world.
Founded in 1856, Burberry is famous for its trademark trench coat – designed by company founder Thomas Burberry – and has approximately 500 stores in over 50 countries.
Keen to keep the brand at the forefront of the fashion world, Burberry has recently pressed forward on developing two stores in the UK. One of the stores –Regent Street – has benefitted from a significant restoration, whilst the second site is a state-of-the-art store in Knightsbridge.
Burberry Regent Street is a flagship store for the brand, boasting an exclusive Regent Street collection – a first for Burberry. The new look store opened in September 2012 and is housed within a Grade II Listed building.
Constructed in 1820 for the Prince Regent, the building has previously housed a cinema, galleries, livery stables and even a radio broadcaster, before becoming the largest Burberry store in the world. The store covers an area of approximately 44,000 square feet and internally has been divided into rooms – covering Bespoke, Acoustic and Experiences – to reflect Burberry’s online presence.
Commenting on the site, Burberry Chief Creative Officer, Christopher Bailey, said:
“Burberry Regent Street is one of the most architecturally and culturally significant projects we have undertaken.
“In renovating this iconic London building we have worked with some of the UK’s finest craftsmen to restore a wealth of historic features, at the same time as pushing the boundaries of digital technology. The result is a space defined by contrasts: at once imposing and intimate, its juxtaposition of craft and innovation is designed to delight, surprise and entertain.
“It is a reflection of how we approach everything at Burberry – revealing the different layers of the brand’s heritage within a modern context and forever celebrating design and expert craftsmanship.”
Burberry Regent Street has been designed to create a multi-media experience for customers and includes digital ‘rain showers’, a high-tech sound system and specially designed, interactive mirrors to create a theatrical shopping experience. Evolving the Burberry Retail Theatre concept, almost 500 speakers and 100 screens engage with customers, whilst a programme of creative events has also been scheduled, to showcase the best of established and emerging talent in the music, art, film and theatre industries.
To boost the interactivity, an uplink facility within the store allows the events – including concerts, screenings and talks – to be shared live online, whilst bespoke digital signage greets customers entering different areas of the store.
As an added extra, store associates have been equipped with apps on iPads – connected to Burberry.com – to enable a tailored shopping experience. The apps allow instant access to customers’ My Burberry profile, giving details of their wish list and shopping history.
Burberry CEO Angela Ahrendts, said:
“Burberry Regent Street brings our digital world to life in a physical space for the first time, where customers can experience every facet of the brand through immersive multimedia content exactly as they do online.
“Walking through the doors is just like walking into our website. It is Burberry World Live.”
In restoring Burberry Regent Street, Christopher Bailey worked in partnership with the best of British craftspeople including master carpenters, stonemasons, metal workers, welders, special gilders, decorative plasterers, cabinet makers, mill workers, wood carvers and joiners.
NJ Richards was the main contractor on the site, whilst IOL (EU) Limited was the architect.
The external facade of the Burberry Regent Street store includes intricate metal work, including frames, signage plaques and bronze door handles. Internally, Corinthian beige stone has been used throughout the building to create self-supporting staircases which link each floor.
Additional features include custom made seating and tables, hand crafted timber flooring – made by British specialists – traditional glass signage and chandeliers and lanterns.
1% of the value of all purchases made in Burberry Regent Street is supporting the Burberry Foundation, along with all purchases made on Burberry.com. Established in 2008, the Burberry Foundation is a philanthropic organisation dedicated to helping young people realise their dreams through the power of their creativity.
Hot on the heels of Burberry Regent Street is Burberry Knightsbridge. Situated on Brompton Road, London, Burberry Knightsbridge is the first Burberry store solely dedicated to menswear and joins the already well established range of stores that inhabit the high-end district of London.
The state-of-the-art store boasts over 100 screens, 50 gig-ready speakers and a 4.2 metre high central display and as well as stocking the brand’s latest items, the store also celebrates the story of Burberry’s heritage.
The store covers an area of approximately 11,300 square foot and along with a large selection of clothing Burberry Knightsbridge is also home to Burberry’s new tailoring service. Starting at £850, the tailoring service offers a choice of three fits (slim, modern and classic) and can tailor and deliver suits within a turnaround time of 48 hours.
The interior of Burberry Knightsbridge includes bespoke bronze lanterns, timber panelling and spacious rooms and was completed thanks to a range of British trade people, including stonemasons, master carpenters and plasterers.
Bauencorp LLP was the architect on the site and Grays Mechanical Services was the mechanical installations contractor and M&E services coordinator.
Commenting on their involvement with the store, Simon Gray, Grays Mechanical Services, said:
“The project was important to be involved with and we were thrilled to be able to work with Burberry on their first menswear store in Knightsbridge.”
Burberry Knightsbridge opened its doors in October 2012 and has already proved very popular with customers.
For more information about Burberry, including Burberry Regent Street and Burberry Knightsbridge, please visit: www.burberry.com.
Morris Joint-Line Ltd
Morris Joint-Line Ltd. have been providing the best in commercial decorative finishes for over 20 years, working on a variety of exciting projects all over the country. MJL were delighted to be invited to be part of the team bringing the new look to a number of Burberry stores.
Paul Morris, MJL said:
“It’s always most rewarding to work on the interiors and exteriors for such a popular and iconic brand, and we look forward to future collaborations with the Burberry design team.”
The Burberry projects have been very successful appointments for Morris Joint-Line, as they share with Burberry, a pride in their product and a professional, energetic approach to moving a project forward.
Paul Morris also expressed pride in his company’s ethos of nurturing a firm relationship with their client and believes that MJL’s working practices, account, in part, for their consistent repeat business and growth of their client base.
This commitment and flexibility, along with MJL’s understanding of what qualifies as a superb standard of work, have led to the company’s involvement in many high profile commercial projects.
In recent months, Morris Joint-Line has applied their recognised, high quality finishes to a number of developments for Burberry, along with Selfridges, H&M, Ralph Lauren, Nespresso and Apex Hotels.
The work of this forward thinking decorating contractor can also been seen in flagship stores at both of the prominent London Westfield Shopping Centres. MJL delivered the finishes to Forever 21, The Sting, Zara, Bershka and Pull & Bear; great showcases for a dynamic decorating company!
The contact details for Morris Joint-Line Ltd. are shown in their advertisement that accompanies this profile and of course on their web site: www.morrisjointline.com.
Established in 2002 in London, EDM specialises in the installation of high-end marble work for use in a range of projects, including hotels, retail units and residential properties.
Part of the French Group founded in 1987 in Paris, the company has an extensive portfolio of clients in the UK, which includes the Four Season Hotel on Park Lane, the InterContinental hotel, the Lanesborough hotel, and Louis Vuitton on New Bond Street.
In addition, EDM London has worked for Tiffany; world renowned French jeweller, Cartier and both London-based Burberry stores – Regent Street and Knightsbridge.
EDM London Commercial Manager, Laurent Baffy, said:
“Over the last few years, activities in the retail and hospitality sector have increased, so we are continually offering our clients complete design solutions and expertise.
“We now offer a wider range of packages, namely joinery and metal works as these are often intricately connected to stone works.
“Working on the Burberry stores we undertook the structural metal work – including balustrades – and then designed and produced the marble works.
“On Regent Street there were 13 staircases and extensive marble work and we also conducted work on the external facade.”
“We understand the Burberry concept and are working with them to look at developing this design for future sites in London and around the world.
“At EDM London we pride ourselves on the complexity and quality of our work.”