Burberry celebrates the 175th anniversary of Harrods with a takeover which will see the department store completely revisited and which will be tinged with Knight Blue, the symbolic color of the brand, introduced by creative director Daniel Lee. From the Brompton Road entrance Harrods’ famous green awnings have been reimagined in the Burberry Check print, while the shop windows are decorated with camping elements such as ropes, draped waterproof fabrics and carabiners.
Throughout the month of February, customers will be able to find a Burberry food truck with a menu of typical English desserts and hot drinks, along with a dedicated picnic area with Knight Blue benches.
Inside Harrods, visitors can explore the Burberry Camping Corner, which offers classic English hiking accessories, including a knight-shaped bottle opener and hot water bottle. The campsite corner will also offer a limited edition orienteering map of Knightsbridge, in collaboration with the Open City charity, and the opportunity to purchase a piece of Romney’s Kendal Mint Cake, a dessert much loved by explorers and climbers .
In addition to the pop-up spaces, visitors can fully immerse themselves in Burberry’s rich history by exploring a space dedicated to rainwear. This area, which displays a collection of iconic Burberry trench coats, has been designed to tell the story of the brand’s heritage and heritage.
A capsule collection of over 40 pieces will also be available, exclusively for Harrods for the month of February, which consists of women’s, men’s, children’s clothing and accessories, and includes a new Knight bag made of nappa leather, new reinterpretations of the Chess bags and Rocking Horse, the Box sneaker in a new color and exclusive eyewear models.
To celebrate the anniversary, Burberry has personalized a series of Harrods’ famous teddy bears, each wearing a miniature hand-embroidered scarf. 175 will be on sale exclusively at Harrods. Additionally, Burberry has created a personalized hamper for Harrods, featuring a unique camping-inspired offering, complete with a limited edition Burberry picnic blanket in Knight Blue. For this occasion, Burberry will transform the traditional green suits of Harrods’ famous green men into a Knight Blue check. It is the first time that the uniforms have been redesigned by a fashion house.
The takeover can be experienced virtually on the popular immersive platform Roblox, where the Harrods facade has been recreated for the first time. This is the second time Burberry has launched an experience in Roblox, which will allow players to explore the digital environment and unlock Burberry items. Additionally, a virtual filter in collaboration with Snapchat and an in-store digital experience will offer visitors new and exciting ways to interact with the world of Burberry.
” Burberry’s takeover of Harrods brings together two icons of British luxury in a celebration of exploration and the outdoors. Daniel Lee has created a unique Burberry experience exclusively at Harrods that embraces our British spirit of fun and adventure. We are thrilled to invite customers to immerse themselves in this world of modern British luxury.” says Jonathan Akeroyd, CEO of Burberry.
” We are thrilled to be collaborating with one of the largest and most famous department stores in the world. We are bringing together two iconic British brands by designing a capsule collection with exclusive products for Harrods and creating a unique in-store experience. The partnership is inspired by our heritage in the of exploration” says Daniel Lee, creative director of Burberry.
The Burberry Harrods takeover will last from 1 to 29 February 2024.