Burberry opens Shanghai flagship, features new concept

By

Sandra Halliday

Published
Nov 17, 2021

Burberry has opened Shanghai Plaza 66, its latest flagship and the second such store to feature its new global design concept “that encapsulates the essence of the luxury house”.

It will open two more flagships featuring the new design concept over the next year – one on Rue Saint-Honoré in Paris and one on Bond Street in London. 

Designed in collaboration with architect Vincenzo De Cotiis, Burberry’s Shanghai Plaza 66 “twists classicism as rules become skewed, juxtaposing brutalist elements with luxurious materials to create a distinctly modern feel”. 

The store features display fixtures and plinths constructed in a variety of textures from concrete to ceramics to high-gloss finishes. 

The core colours of the Burberry check are used throughout the store, while the house check is reinterpreted in the gridded ceiling’s mirrored zones, “creating a sense of openness as it reflects the roaming tiled chequerboard floors”.

The store spans three floors and features all of its men’s and women’s clotting and accessories collections. 

It’s also carbon neutral and is undergoing the LEED (Leadership in Energy and Environmental Design) certification process. All stores in Mainland China are carbon neutral and Burberry is on track to procure all of its electricity from renewable sources by 2022.

While this is only the second flagship to open under the new design concept (after Sloane Street in London), the concept can also be found in three other non-flagships — Shinsegae Times Square in Korea, SKP Accessories in China and Umeda Hankyu Accessories in Japan.