Burberry' Streets Initiative: A Global Celebration of Urban Exploration
London Fashion Week always brings excitement, but this season Burberry is taking things to another level. The British heritage brand is launching an immersive experience across London called ‘Burberry Streets’ that celebrates the spirit of urban exploration.
Kicking off during LFW, the city-wide Burberry takeover transforms London into an interactive showcase for the label’s new era under creative director Daniel Lee. His contemporary vision is blended seamlessly with the house’s iconic codes through a series of creative activations.
It all begins at the charming North London café Norman’s, which Burberry is inhabiting for a full week starting September 13th. Visitors can dine on elevated British cuisine surrounded by Burberry’s latest symbols like the knight blue check and updated Equestrian Knight logo.
Making this experience extra convenient is a traveling Norman’s food truck serving Burberry-inspired bites at hotspots like The Strand and Duke of York Square. This pop-up offers a tasty introduction to Lee’s inaugural collection for the brand, which launches this week.
Beyond Norman’s, Burberry’s presence is felt across London through artful installations reflecting the new house codes. regal rose print flags wave above Bond Street while Piccadilly Circus screens display the Winter 2023 campaign videos.
The Equestrian Knight logo makes a dramatic appearance through chalk stencils adorning city pathways and parks. Even London’s iconic black taxis get a Burberry makeover, wrapped in Lee’s English rose design.
This Invasion of eye-catching branding and experiences allows Londoners to view their city through a distinctly Burberry lens. The project seamlessly merges past and future, blending British heritage with contemporary edge.
‘Burberry Streets’ ushers in an exciting new chapter for the label under Lee’s direction. His first collection emphasizes freedom, fluidity and the beauty of imperfection. This photography-inspired campaign spotlights London’s vibrant personalities.
The citywide takeover provides an ideal backdrop for Lee’s vision of modern luxury while highlighting Burberry’s roots. ‘Burberry Streets’ proves fashion should not just be viewed on the runway but lived and experienced in an authentic, organic way.
Burberry is writing its next chapter on the streets of London, its hometown, rather than confined within four fashion week walls. Locals can literally stumble upon an original Equestrian Knight stencil design on their walk to work or spy a taxi wrapped in the new house code.
This collision of real life and branding heightens visibility while portraying Burberry as accessible, not elitist. The immersive pop-ups invite engagement versus passive spectating.
‘Burberry Streets’ sets a new standard for innovation beyond the expected fashion week activations. The project catalyzes discovery, turning the city into a landscape for creative exploration.
Burberry is pioneering the future of experiential luxury marketing. As the digitally savvy Gen Z craves IRL experiences, Burberry interweaves virtual and tangible realities. A simple coffee run becomes an opportunity for unique storytelling.
The strategic city takeover allows Burberry to rewrite its own narrative on its terms and turf. By owning London during fashion week, the house makes a bold declaration of intent for its next era under Daniel Lee’s direction. If ‘Burberry Streets’ is any indication, expect that era to be defined by groundbreaking concepts merging innovation with inclusivity.
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