Burberry China has launched a flagship store in Shanghai Plaza 66, its second to feature the brand’s new global design concept after the Sloane Street, London, flagship.
Designed in collaboration with architect Vincenzo De Cotiis, the new store “twists classicism as rules become skewed, juxtaposing brutalist elements with luxurious materials to create a distinctly modern feel”.
“A place of discovery, the store is emblematic of our rich heritage – at once, embodying creativity and innovation with our new global design concept while supporting China’s ambition to become carbon neutral,” said Josie Zhang, president of Burberry China. “It is a unique and bold setting which brings our brand vision to life.”
The brand’s signature colours – beige, black, white and red – are presented throughout the store through interior design elements. Upon entering the store, customers are welcomed with a standalone framed square unit showcasing seasonal displays. The ground floor houses a full range of Burberry’s accessories and small leather goods, which are displayed in glass cabinets and high-gloss shelving.
Meanwhile, the first floor, dedicated to womenswear, features a glass box with a mirrored ceiling enveloping an intricate monochromatic tiled staircase. The floor is dominated by mirrors, amplifying natural light from outside.
The upper floor is home to Burberry’s menswear, using white terrazzo throughout.
Burberry Shanghai Plaza 66 is carbon neutral and is undergoing the Leadership in Energy and Environmental Design (LEED) certification process. According to the company, all of its Mainland China stores are carbon neutral. By next year, Burberry will have a carbon neutral footprint across all of its operations globally, at the same time, aiming to procure all of its electricity from renewable sources.
Burberry’s new global store design has been introduced in five stores, including Shinsegae Times Square in Korea, SKP Accessories in China and Umeda Hankyu Accessories in Japan. The brand will open two more within the next year on Rue Saint-Honore in Paris and on Bond Street, London.
