Burberry has launched a captivating takeover at Harrods, marking the first major celebration of the luxury department store’s 175th anniversary. This collaboration between two iconic brands transforms Harrods into a luxurious campsite, showcasing Burberry’s latest designs under the creative direction of Daniel Lee. The Burberry takeover, which runs from 1st February to 29th February, is the first major event of Harrods’ 175th anniversary year.
The takeover, set against the backdrop of Harrods’ historic Brompton Road location, introduces a new visual aesthetic to the store. Harrods’ “green men“, traditionally seen at the store’s entrances, now wear a striking “knight blue” plaid inspired by Burberry’s latest plaids and color palette for the Spring/Summer 2024 season. The change is symbolic of the deep-rooted connection and mutual respect between the two brands, which extends to the store’s façade, which is illuminated in blue thanks to a recent upgrade with thousands of LED lights.
From the Brompton Road entrance to the store’s interior, Burberry’s camping theme unfolds. Imagine tent canopies made of seasonal checks, windows adorned with ropes, waterproof fabrics and carabiners, and a dedicated “camping corner” featuring classic British hiking gear. This corner features unique finds such as a bespoke Burberry Knight bottle opener, a limited-edition orienteering map of Knightsbridge, and even Romney’s Kendal Mint Cake – a favorite of explorers including Sir Edmund Hillary himself!
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The collaboration goes beyond visual transformations, introducing a capsule collection exclusive to Harrods, both in-store and online. The collection of over 40 pieces, spanning womenswear, menswear, childrenswear and accessories, embodies the essence of British fashion with a contemporary twist. Lee’s designs are a blend of Burberry’s heritage and his unique vision, with items such as the Napa leather Knight bag in Harrods green and silk separates adorned with an abstract frog illustration.
The theme of outdoor adventure permeates the entire takeover, from window displays filled with camping gear to an in-store “camping corner” featuring bespoke Burberry items such as a Knight bottle opener and a limited-edition Knightsbridge orienteering map. The theme is a nod to Burberry and Harrods’ shared history of catering to the adventurous spirit of their customers, from early iterations of the iconic Burberry trench coat to celebrating the great British outdoors.
To add a digital dimension to the celebration, Burberry has extended its acquisition into the virtual world of Roblox, creating an immersive experience that mirrors the Harrods façade and offers exclusive Burberry items. A virtual filter in partnership with Snap and an in-store digital experience are part of the month-long show.
To celebrate Harrods’ milestone anniversary, Burberry has introduced a special edition of Harrods Teddy Bears, each adorned with a small hand-stitched scarf. In addition, the brand has created an exclusive Harrods hamper with a camping-themed selection and a unique Burberry picnic rug in its signature Knight Blue.
The partnership marks a significant moment for both brands. Founded within a few years of each other, Harrods and Burberry are testaments to Britain’s evolving style and culture. As Michael Ward, Managing Director of Harrods, says: “Both brands have built a shared heritage rooted in British values, craftsmanship and timelessness.”
Read more: Harrods launches exclusive swimwear and eveningwear areas
