Fashion house Burberry has covered luxury department store Harrods in its signature ‘knight blue’ as part of a month-long takeover in which it will pay tribute to its heritage as an outdoor clothing brand.
The activation, which runs until 29 February, follows Burberry’s controversial takeover of Bond Street station in September which caused widespread commuter chaos when the station was renamed ‘Burberry Street’.
Visitors to the historic department store, which is this year celebrating its 175th anniversary, will witness the iconic green awning replaced with peeled-back tent canopies in Burberry’s signature check, as well as all-new ‘knight blue’ uniforms for its staff.
“We are excited to be collaborating with one of the world’s most celebrated luxury department stores,” Burberry chief creative officer Daniel Lee said.
The two iconic British brands have also designed a capsule collection of more than 40 Burberry pieces exclusive to Harrods available during February. “The partnership is inspired by our heritage of exploration,” said Lee.
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Further touches include Burberry branded window displays, a knight blue food truck selling pasties and hot drinks, and an in-store ‘Burberry Camping Corner’ selling hiking accessories.
Harrods’ partnership with the fashion brand even extends to the virtual space, with a Roblox activation bringing the collaboration to life, supported by a dedicated Snapchat lens.
Burberry CEO Jonathan Akeroyd added: “Burberry’s takeover of the world’s most recognisable department store, Harrods, brings together two icons of British luxury in a celebration of exploration and the outdoors.”
“Daniel has a created a uniquely Burberry experience exclusively at Harrods that embraces our very British spirit of fun and adventure. We are excited to invite customers to immerse themselves in this world of modern British luxury.”
