In a prime position at  No.1 Sloane Street, the new Burberry flagship store a manifestation of all that is Burberry: authentic, bold, elevated, with creativity at its core.

It was designed in collaboration with architect Vincenzo De Cotiis and twists classicism as rules become skewed, juxtaposing brutalist elements with luxurious materials to create a distinctly modern feel.

It has display fixtures and plinths in a variety of textures from concrete to ceramics and high-gloss finishes. The core beige, black, white and red of the Burberry check are also explored and developed throughout the store, with the pattern itself being “reinterpreted” in the gridded ceiling’s mirrored zones.

The ground floor features an illuminating gallery-like backdrop for the latest collections. In the entrance, a standalone framed square unit spotlights seasonal displays. The new Olympia bag is the featured product at present. Across the ground floor, the full range of accessories are presented in glass cabinets and on high-gloss shelving. Glass dividers are used “to create a sense of intimacy whilst maintaining a sense of openness”.

On the first floor that’s dedicated to womenswear, white gloss is softened with a Burberry beige carpet. A tiered custom-made architectural island displays shoes and the numerous large arched windows that wrap around the floor give views of Knightsbridge. The repeated use of mirrors continuously reflects the natural light flooding in from outside. Sculptural seating areas and an ottoman centrepiece add an element of comfort, while accordion panels can also be used to create private consultation areas.

The second floor is dedicated to menswear and uses white terrazzo throughout. The area incorporates custom sculptural furniture and fixtures, each positioned in clusters, “emphasising the architectural asymmetry of the space”.

Photography by Tom D Morgan – www.tomdmorgan.com