Burberry opens flagship store in Sanlitun, Beijing

The store features oversized windows that flood the space with sunlight. Materials include natural stone inspired by British limestone, while a staircase with a metal balustrade is reminiscent of the cast iron railings found on London streets, referencing Burberry's roots in the city. Stone counters - the first to be featured in a Burberry store in Mainland China - are contrasted by cosy tufted rugs that are chequered and brightly coloured in hunter and teal, bringing a sense of warmth to the store.

To celebrate the opening of the store, Burberry hosted a special event which was attended by brand ambassadors Tang Wei and Chen Kun, as well as Xin Shuang, Tan Yuanyuan, Cai Yun, He Cong, Mika, Zhang Youhao, Shi Pengyuan, Zeng Keni, Xu Ruohan, Zhang Yaqin and Lai Weiming.

On the ground floor, the store features a new scarf destination, where styles in cashmere, silk, check or print are available. There is also a bespoke monogramming service, where up to three initials can be stitched onto a cashmere scarf in an array of colours, the company said in a press release.

The ready-to-wear pieces throughout the store are grounded in Burberry’s core values of protection, functionality and enduring style. Outerwear pieces such as the parka, shearling coat and quilted barn jacket, from the recent ‘It’s Always Burberry Weather’ campaign, are available alongside the iconic Heritage Trench Coats such as the Kensington, Chelsea and Waterloo.

Continuing Burberry’s heritage that is rooted in the outdoors, pieces from the Winter 2024 runway collection include trousers in cotton nylon moleskin, an alpaca wool blend sweater and a Burberry Check shirt made from Italian-woven cotton twill, offering silhouettes inspired by a sense of easy elegance. Everyday pieces are found in Burberry Classics – a curation of wardrobe foundations re-imagined with a unique design slant: embroidered cotton T-shirts, a cotton twill shirt dress in check and cropped nylon jackets that are relaxed.

Bags include the Rocking Horse inspired by equestrian details, the bowling bag in smooth leather and the Trench tote inspired by the iconic trench coat.

Fibre2Fashion News Desk (RR)