Burberry launches Rodeo Drive takeover
Burberry has unveiled a new immersive experience for customers at a flagship US store in Beverley Hills as it looks to promote its spring/summer collection.
The luxury brand said it has been designed to celebrate the freedom of imagination and creates a journey through spaces that are unique and unexpected in their sound, texture and experience.
Inspired my Burberry chief creative officer Riccardo Tisci’s presentation ‘Animal Instinct’, the exterior facade of the building is enveloped by a kaleidoscopic abstract print which references the vivid, curved prints that feature in the brand’s spring/summer womenswear and menswear collections.
Meanwhile, the interior of the store includes a “sculptural topography” that can be seen through the window, and stacks of mirrored speakers that climb through the interior staircase.
Finally, an intimate viewing room in the penthouse area of the shop offers customers the chance to view a film illustrating Tisci’s vision for the collections.
The Burberry Rodeo Drive spring/summer 2022 takeover will be live from 10 February to 7 March 2022.
