Burberry transforms Regent Street flagship into cultural destination and retail house
The London store will reopen in autumn 2027 as an immersive space blending collections, archival exhibitions, hospitality and the restored Victorian-era Burberrys clock.
Burberry will undertake a major redesign of its London flagship at 121 Regent Street, reimagining the store as Burberry House—a space that integrates retail collections, archival displays, cultural experiences and a hospitality offering. The transformation, which the brand said will occur in phases while the store remains open to customers, is scheduled to complete in autumn 2027.
The redesign introduces a new global store template, the Regent Concept, created with interior designer Peter Mikic. Chief Executive Joshua Schulman described the flagship as “an immersive destination” that will “bring together experiential, archival and hospitality elements to create a place of discovery and inspiration.”
Design and layout
The interior concept draws from “the warmth, elegance and familiarity of the British home,” according to the brand. Mikic said British interiors possess “a wonderful sense of individuality” that combines “different styles, periods, fabrics and colors,” balancing “comfort with something unexpected”—an approach he sought to capture in the concept, which will allow each store rolling out the design worldwide to express its own setting and local identity.
The foyer will feature a restored circular entrance dome, recreated in gold to echo the 1920s when the building served as a cinema. An earth-toned color palette references the English countryside and the signature beige of Burberry’s trench coat, while the red “raker” line of the Burberry check will appear in accents throughout. Timber chevron flooring echoes the twill weave of Burberry gabardine, and bespoke rugs reinterpret prints from scarves in the house’s archives.
Key spaces
The store will contain several distinct areas. The Trench Arcade will serve as a dedicated destination for the brand’s signature outerwear, combining heritage styles with seasonal designs and offering services to maintain, restore and personalize coats. On the mezzanine, the 1856 Gallery will host changing shows of designs and archival materials, documenting innovations from gabardine to the trench coat since the brand’s founding. A Drawing Room will provide an intimate setting for client appointments and specialist aftercare services, while the Knight’s Tale children’s department will create a playful retail environment inspired by medieval castles, complete with custom carved wood furnishings and a large Thomas Bear figure in chunky crochet-knit armor. Burberry’s Tea & Coffee will serve light meals with modern interpretations of classic British food.
The restored clock
The redesign will also see the return of the famous Burberrys clock, a timepiece combining Victorian and late-1930s design elements and constructed from cast iron, opal glass and gold leaf. The clock stood outside the brand’s Haymarket headquarters and store for decades before its recent display in the lobby of Burberry’s Horseferry House headquarters in Westminster. Expert horologists have restored the piece. Schulman said the brand looks forward to “welcoming people to meet once again under the clock, discover Burberry House and enjoy a truly special experience.”
Building history and context
The announcement follows the company’s return to profitability in the year ending 28 March 2026, with adjusted operating profit of £160 million, and retail sales growth of 5% in the quarter to 27 June, driven in part by double-digit increases in outerwear sales.
This article was compiled by the Glamorade editorial desk from the official announcements and reporting listed under Sources.
