The last time Burberry made a major acquisition in London, things didn’t go so smoothly. Back in September, the designer brand renamed Bond Street station to ‘Burberry Street’ in honor of London Fashion Week, but the change ended up being quite controversial, making the rebrand look tacky and confusing. There were also voices of dissatisfaction.
Burberry is making yet another attempt to leave its mark on one of London’s most iconic locations, but this time things may be simpler.The brand has announced a major acquisition of a luxury department store. Harrods.
The acquisition is designed to showcase Burberry’s outdoor collection and will see the iconic store lit up in Burberry’s famous shade ‘Night Blue’ at night. Harrods’ green awnings have been “reimagined” as tent canopies, and shop windows are filled with camping equipment.
Burberry has created a unique ‘camp corner’ in-store, stocked with everything from hot water bottles and bottle openers to a limited edition ‘orienteering map’ of Knightsbridge. There’s a space dedicated to Burberry’s iconic trench coats, and there’s also plenty of Harrods-exclusive items.
Harrods’ Green Men door people will also be transformed into Burberry with new night blue check outfits. The acquisition of Burberry is just one of many celebrations planned for Harrods in 2024, which marks the store’s 175th anniversary.
Burberry’s takeover of Harrods will run from February 1st to 29th. Find out more about visiting Harrods in Time Out’s official department store guide.
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