Burberry launches London street takeover to mark the arrival of Daniel Lee's first collection

Burberry has unveiled a London street takeover – including a renaming of Bond Street tube station, chalk stencils on paths and in parks, and black taxi wraps – as it celebrates the arrival of its new creative chief Daniel Lee's first collection into its stores.

As London Fashion Week gets underway, shoppers, visitors and workers in the capital are being treated to a number of activations, events and immersive experiences, each showcasing the brand’s signatures, such as seasonal check in knight blue, rose print, and the newly redefined Equestrian Knight Design.

The "Burberry Streets" initiative Burberry Streets kicked off with a takeover of Norman’s, the North London café renowned for its British cuisine. The café has been decorated in signature blue check and throughout London Fashion Week, a traveling Norman’s food truck will be making appearances on The Strand and Duke of York Square.

Symbols of the house will be seen in multiple locations across the capital. Flags featuring the new rose print will fly above Bond Street and Piccadilly’s screens will be lit up with videos from the Winter 2023 campaign. The Equestrian Knight will take to the streets in the form of chalk stencils on paths and in parks London's iconic black taxis will be wrapped in Daniel Lee’s English rose print.

The series coincides with the highly anticipated launch of AW23, Daniel Lee’s first collection for the brand – now available both in store and online, alongside a redesign of its e-commerce website, marking a new era and creative vision for Burberry.

Rod Manley, Burberry Chief Marketing Officer, said: "We are so excited to see Daniel's first collection arriving in store and online. With our redesigned website, new brand signifiers across product and branding and the launch of our global Burberry Streets initiative here in our home market, we're looking forward to sharing the new Burberry world with our clients.”

The Burberry Streets initiative will now go global with the next takeovers taking place in Seoul and Shanghai in October.

Formerly of Bottega Veneta, Daniel Lee arrived at Burberry last year to replace Riccardo Tisci. He presented his first collection for the house at London Fashion Week in February and it is this collection that arrives in-store now. His second collection will be shown on Monday.