Burberry takes over Harrods department store

The activation, which runs until Thursday, February 29th, serves as a celebration of Burberry’s “storied heritage of exploration and the outdoors”.

In a bold move, the British fashion house has completely transformed some of the external features synonymous with the luxury department store, most notably its iconic green awnings which have been ‘reimagined’ as tent canopies.

Other transformations include window displays decorated with camping equipment, and Harrods’ globally famed green-clad doormen, who have traded in their uniforms for a Burberry blue check, marking the first time that Harrods’ uniforms have been redesigned by a fashion house.

At night the store will be lit up in ‘knight Blue’ – the labels new signature colour, introduced by Chief Creative Officer Daniel Lee.

Additionally, a blue Burberry food truck will also take up residence right outside serving a special menu of British pastries and hot drinks.

Inside, Burberry hosts its own specially curated camping corner, which allows customers to discover hiking equipment and clothing, as well as a limited-edition orienteering map of Knightsbridge in collaboration with Open City charity, and Romney’s Kendal Mint Cake.

Additionally, there will also be a space dedicated to Burberry’s legendary trench coats.

Dubbed the “rainwear space”, visitors will have the opportunity to fully immerse themselves in Burberry’s rich history.

Jonathan Akeroyd, Chief Executive Officer at Burberry, said in a statement: “Burberry’s takeover at Harrods brings together two icons of British luxury in a celebration of exploration and the outdoors.”

“Daniel has a created a uniquely Burberry experience exclusively at Harrods that embraces our very British spirit of fun and adventure.”

“We are excited to invite customers to immerse themselves in this world of modern British luxury.”

The collaboration also includes an exclusive capsule collection featuring over 40 Burberry pieces.

Available exclusively to Harrods customers throughout February, items can be purchased from two new pop-up spaces at Door 6 and Door 9, as well as on the official Harrods website.

The collection features womenswear, menswear, children-swear and accessories.

Daniel Lee said of the capsule: “Bringing together two iconic British brands by designing a collection with product exclusive to Harrods and creating an experience in store is exciting.”

For those unable to attend the store in person, the takeover can be experienced virtually in the popular immersive platform Roblox, where the Harrods’ facade has been recreated on the platform for the first time.

This will be Burberry’s second time launching an experience on Roblox, enabling players to “explore the immersive virtual environment and unlock exclusive Burberry items”.

Additionally, a virtual lens in partnership with Snapchat, and an in-store digital experience will give visitors new and exciting ways to interact with the world of Burberry.