LONDON — Burberry‘s Regent Street flagship will undergo a major transformation next year that will take it beyond retail into a space meant to highlight the brand’s history, culture and creativity and offer visitors immersive experiences — as well as a cup of tea and a scone.
The store is being recast as “Burberry House,” and will bring together the collections, heritage, culture and hospitality offer under a single roof. The store will be the first to showcase the new Regent Concept, Burberry’s new global store design language, created in collaboration with the interior designer Peter Mikic.
The concept is inspired by “the warmth, elegance and familiarity of the British home,” and aims to unite “traditional craftsmanship, contemporary design and unexpected details, creating a more personal and welcoming approach to retail,” according to the brand.
Joshua Schulman, Burberry’s chief executive officer, said: “We are delighted to be restoring and reimagining our iconic Regent Street flagship as Burberry House. An immersive destination, it will bring together experiential, archival and hospitality elements to create a place of discovery and inspiration.”
He added the restoration will also see the return of the famous “Burberrys” clock, which was displayed outside the brand’s nearby Haymarket headquarters and store for decades.
“As we bring the timepiece to its new home on Regent Street, we look forward to welcoming people to meet once again under the clock, discover Burberry House and enjoy a truly special experience,” Schulman said.
Made from cast iron, opal glass and decorative gold leaf, the clock combines Victorian and late-1930s elements. It has been restored by expert horologists, and has most recently been on display in the lobby of Burberry’s headquarters on Horseferry House in Westminster.
Burberry said each room of the Regent Street flagship has been imagined as “an experience, bringing together craftsmanship and exceptional service in a setting that feels both personal and welcoming — and extends beyond the traditional store.”
Mikic said the starting point was the idea of a British home, “where the furniture and objects have their own individuality and the spaces feel familiar, as though they have evolved naturally, over time.”
He added that “British interiors have a wonderful sense of individuality. They bring together different styles, periods, fabrics and colors, combining a sense of comfort with something unexpected. That’s something we wanted to capture within the Regent Concept, a balance between familiarity and discovery.”
The concept will be introduced in phases across Burberry’s global retail network, establishing a recognizable aesthetic, while allowing each store to reflect its own architectural setting and local character, Mikic said.
The new Regent Street store will feature a series of intimate spaces meant to blend the character of the British home with Burberry’s design codes, with seating areas and furnishings emitting “understated elegance.”
Guests will arrive in the foyer, where the circular entrance dome will be restored to recreate its golden appearance from the 1920s, when the building was a cinema.
An earth-toned color palette will recall the English countryside and the signature beige of the Burberry trenchcoat, while the red “raker” line of the Burberry check will come through in playful accents throughout the store, according to the company.
Timber chevron floors will echo the twill weave of Burberry gabardine, while bespoke rugs will reinterpret prints from scarves in the archive.
Burberry said a centerpiece will be the Trench Arcade, a dedicated destination highlighting the craftsmanship behind Burberry’s signature design. Bringing together heritage styles with seasonal interpretations, the space will also offer a bespoke trench service to preserve and restore coats, plus opportunities for personalization.
On the mezzanine level, the 1856 Gallery will display a rotating exhibition of archival designs and ephemera, exploring the innovations that have shaped Burberry since its founding. From the invention of gabardine to the trench coat, the display will reveal the house’s spirit of exploration.
Throughout the building, a selection of artworks and unique objects is meant to reflect the house’s longstanding relationship with British creativity and the arts. Historical references will be woven into the interiors, creating connections between past and present.
More private spaces, including the Drawing Room, will offer an intimate setting for client appointments, personalized products and specialist aftercare services.
The Knight’s Tale children’s department will offer a playful interpretation of the British home, inspired by medieval castles and courts.
Custom-made solid wood furnishings have been carved to imitate the notched battlements of a British castle or playfully set on hoof-shaped metal feet. A checkerboard Knight print has been reworked as a soft-pile rug, while a giant version of Burberry’s Thomas Bear stands guard, wearing armor realized in a chunky crochet knit.
There is a hospitality element too, with Burberry’s Tea & Coffee offering light meals with a menu that will be a contemporary take on traditional British favorites.
Burberry said the restoration of 121 Regent Street will be completed in phases, ahead of the grand opening of Burberry House in the fall of 2027. The flagship will continue to serve customers while the works are underway.
Originally designed in the early 19th century for the Prince Regent, 121 Regent Street has a colorful past, having served as an art gallery, cinema and theater. Burberry relocated its London flagship to the Grade II-listed building in 2012, after nearly a century on Haymarket.