Burberry opens its biggest store on London's Regent Street Featured

Welcome to my playground

LONDON - Burberry has made its biggest move yet on home turf with the unveiling of its largest store to date on 121 Regent Street. Construction on the space (which used to be a former theatre and cinema) took two years and it aims to bring Burberry's retail and interactive persona into a physical sphere, "it's the physical incarnation of our website, the hub of everything to do with Burberry," explains Chief Creative Officer Christopher Bailey.

The space is massive to say the least with 37 foot high ceilings and 44,000 square feet of space that comprises 27,000 square feet of selling space. The stained glass panels and a capped dome have been custom made as well as all other  furniture and accents, save for the original Art Nouveau lamps that hang in the main hall - those came with the building. The first floor is host to watches, eyewear and the Burberry Brit line as well as a hydraulic stage that will be used for future live acoustic events and performances. On the mezzanine floor is a shoe gallery, a 'Lantern Room' that sells 13 of the brand's collections as well as Burberry Bespoke services for trench-making services.

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