British Luxury House Collaborates with Harrods for 175th Anniversary Celebration
The iconic British luxury brand Burberry has unveiled its latest immersive branding experience, this time partnering with Harrods for the month of February. This collaboration is part of a series of events to commemorate the 175th anniversary of the prestigious Knightsbridge store.
Immersive Theme Reflects Burberry’s Heritage
Burberry has a long history of outfitting adventurers, and this immersive experience pays tribute to that heritage. The twenty-one awnings across Harrods’ façade have been transformed into tent canopies adorned with Burberry’s new season check. The windows showcase a camping trip theme, featuring draped waterproofs and carabiners.
Unique Features to Enhance the Experience
To further enhance the immersive experience, a Burberry food truck will be stationed outside door five, serving pastries and teas. At night, the store will be illuminated in Burberry’s rich Knight blue. Even the iconic green doormen uniforms will be redesigned to feature Burberry’s blue check, a first in their history.
Exclusive Collection and Camping Essentials
Inside Harrods, two dedicated pop-up shops will offer Burberry’s limited edition capsule collection, available exclusively at Harrods. Additionally, customers can find camping essentials such as Burberry branded Kendal mint cake, picnic blankets, wool covered hot water bottles, and a hamper. A special limited run of a Harrods teddy bear, complete with a tiny blue Burberry scarf, will also be available.
Celebrating Harrods’ 175th Anniversary
This collaboration is just the beginning of a year-long celebration for Harrods, which has been a landmark in London for an impressive 175 years. Michael Ward, Harrods managing director, describes Burberry as the “perfect partner” due to its deep roots in British culture and rich heritage. The collaboration aims to mark the legacy of both brands while looking towards the future.
Reimagining Retail to Attract Shoppers
As retailers seek innovative ways to attract customers back into stores, Burberry’s immersive experience at Harrods comes at a crucial time. In 2023, Harrods saw an 18.5% increase in customer visits, indicating a strong desire for unique and engaging retail experiences. This collaboration is part of Burberry’s repositioning strategy since the appointment of Chief Creative Officer Daniel Lee.
With its reimagined trench coats and British heritage-inspired accessories, Burberry hopes to entice shoppers back and regain momentum after a challenging period. The brand’s move towards immersive experiences reflects the changing landscape of retail and the need for captivating spectacles. This partnership with Harrods marks a significant step in Burberry’s transition and paves the way for its future success.