Iconic British Brands Unite to Celebrate Milestones
Last night, Burberry joined forces with Harrods to unveil its latest immersive branding experience in Knightsbridge. This collaboration, which will run throughout February, marks the beginning of a series of events commemorating the 175th anniversary of Harrods, the renowned department store. Burberry, known for its rich history and heritage, has previously transformed Bond Street station into Burberry street during London Fashion Week. Now, the brand sets its sights on Harrods, its long-standing partner for almost 84 years.
An Homage to Adventure and Tradition
The immersive experience at Harrods draws inspiration from Burberry’s own legacy of outfitting adventurers, such as Captain Scott’s doomed Arctic mission in 1912. The twenty-one awnings across the store’s facade have been transformed into tent canopies featuring Burberry’s new season check. Display windows showcase an ultimate camping trip, adorned with draped waterproofs and carabiners.
To add to the ambiance, a Burberry food truck awaits outside door five, serving delectable pastries and teas. As night falls, the megalithic store will be bathed in the brand’s iconic Knight blue. Notably, the revered green doormen uniforms have been redesigned by Daniel Lee, Chief Creative Officer, incorporating the Burberry blue check. This marks the first time the “Green Men” have ever worn redesigned outfits, created by Harrods Tailoring.
Exclusive Collection and Nostalgic Essentials
Within two dedicated pop-ups inside Harrods, visitors can explore Burberry’s limited edition capsule collection, exclusively available at the department store. Additionally, camping essentials such as Burberry-branded Kendal mint cake, picnic blankets, wool-covered hot water bottles, and a hamper can be found. As a delightful touch, a limited run of a Harrods teddy bear, complete with its own tiny blue Burberry scarf, is also on offer.
A Year of Celebrations
The collaboration between Burberry and Harrods is the first in a series of celebrations for the esteemed department store’s 175th anniversary. Harrods, a permanent fixture in the ever-changing city of London, looks forward to the future while honoring its origins as a tea merchant and grocer. Michael Ward, Harrods managing director, describes Burberry as the “perfect partner,” with its deep roots in British culture, rich history, and heritage.
Revitalizing Retail Experiences
As retailers strive to entice shoppers back into physical stores, Burberry’s immersive experience at Harrods is a testament to their commitment. In 2023, over 11.5 million customers visited Harrods, marking an impressive 18.5% increase from the previous year. This collaboration with Harrods is part of Burberry’s repositioning and transition period since Daniel Lee unveiled his first collection as Chief Creative Officer. With recent challenges, including a share slump and trading slowdown, all eyes are on Burberry’s moves to captivate customers with its reimagined trench coats and quintessentially British accessories and ephemera.
All exclusively at Harrods.