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Burberry introduces its updated global design concept in new Paris flagship

Camilla Rydzek
15 March 2022

Burberry has introduced its new global design concept at its recently opened Paris flagship store, the first freestanding store in the region to feature the new concept.

Burberry’s previously rolled out its new global design concept at its Shanghai Plaza 66 flagship store in November 2021 and in its Sloane Street flagship in London in June 2021.

The new three-storey flagship is located on Rue Saint-Honoré and was designed in collaboration with architect Vincenzo de Cotiis. The new store design intends to convey a "distinctly modern feel" with the front of the store "enveloped" in the brand's new birch brown check pattern.

The Burberry patterns' core colours of beige, black, white and red can also be found in the store in a variety of textures, from concrete and ceramics to high-gloss finishes.

As part of the new global design concept, the brand also designed a first of its kind "apartment" on the third floor of the store, its biggest private in-store area worldwide. This space will offer a bespoke and elevated luxury in-house experience, according to Burberry.

Gianluca Flore, Chief Commercial Officer commented: "We’re very excited to welcome our customers to our new flagship store on Rue Saint-Honoré. The store represents all that we stand for as a brand – being authentic, bold and creative – and we look forward to inspiring our customers with a truly elevated British luxury experience in this iconic setting."

Cotiis added: "This Paris opening writes a new chapter of Burberry’s timeless story. Set in a historic building on Rue Saint-Honoré, a place where tradition and modernity blend peacefully as traces of the past merge into this new home, and both space and time are deceived. Uninterrupted checks and warm tones create a place where all the senses are stimulated. Just as all great tales come with a labyrinth, the intersections of lines and geometries bring dynamism to the environment, where people become the protagonists of this contemporary Burberry story."

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