Naomi Campbell, Mary Berry, Olivia Coleman and Joanna Lumley all turned out in Knightsbridge last night as Burberry unveiled its latest immersive branding experience, this time taking over Harrods for the duration of February. The activity marks the first in a series of events to mark the Knightsbridge store’s 175th anniversary.
Last September, the brand turned Bond street station into Burberry street for the duration of London Fashion Week. Its Harrods collaboration (which has stocked the brand for almost 84 years) sees twenty-one awnings across the façade turned into tent canopies daubed in Burberry’s new season check, while windows will showcase the ultimate camping trip with draped waterproofs and carabiners.
The theme of the immersive experience harks back to Burberry’s own heritage of outfitting adventurers (Captain Scott’s doomed Arctic mission was kitted out by Burberry in 1912).
Outside door five a Burberry food truck will serve pastries and teas; at night the megalith store will be lit up in the brand’s rich Knight blue. On top of this the iconic green doormen uniforms will change into Burberry blue check, having been redesigned by Daniel Lee, Chief Creative Officer, which is the first time the ‘Green Men’ have ever worn redesigned outfits (created by Harrods Tailoring).
Lee offers that “For me, Britishness is a balance between tradition and progress. A celebration of cultural diversity. That’s why we have collaborated with Harrods, it’s a British Institution that’s visited by people from all around the world,”
Inside at two dedicated pop ups you’ll find its limited edition capsule collection exclusive to Harrods, as well as camping essentials including Burberry branded Kendal mint cake, picnic blankets, wool covered hot water bottle, a hamper and of course, a limited run of a Harrods teddy complete with his own tiny blue Burberry scarf.
The move is the first in a year of celebrations as Harrods, the 1 million sq. ft store where Ronald Reagan once ordered a baby elephant called Gertie from its pet department, marks its impressive 175 years anniversary.
“It’s the perfect opportunity to celebrate our iconic brand – from our origins as a tea merchant and grocer to today, a destination for any occasion and across every luxury category. Harrods has been a permanent presence in this ever-changing city for 175 years, it’s a moment to mark that, as well as looking towards what the next 175 years will hold ” says Michael Ward, Harrods managing director, describing Burberry with its roots in “British culture, rich history and heritage” as the “perfect partner.”
While the experience will also feature on gaming platform Roblox (where the Harrods façade will be recreated in the game), the move comes as retailers are pulling out bigger and more impressive spectacles to get shoppers back into stores.
At Harrods, in 2023, over 11.5 million customers visited the store, a 18.5% increase from the previous year. Burberry’s latest retail stunt is part of its repositioning and transition period since Lee unveiled his first collection last year. Having slashed its profit guidance after a November share slump and December trading slowdown all eyes are on its moves to see what will tempt customers back into its reimagined trench coats and British heritage tinged accessories and ephemera.
Burberry x Harrods, what's in store:
