The Iconic London Department Store Gets a Very Burberry Treatment for its 175th Anniversary
Burberry has launched a takeover of Harrods London, casting the iconic store in its new signature “knight blue” hue and embarking on a range of special activations. The spectacle, running through the entire month of February, marks the inaugural major event of Harrods’ 175th anniversary year.
Transforming the space into a kind of elevated camp ground, Burberry has draped the store in its latest check patterns and a distinctive color palette. The renowned “green men” at Harrods’ entrances now stand adorned in Burberry’s fresh “knight blue” check, a creation by designer Daniel Lee for the spring of 2024. Harrods’ iconic green awnings have been ingeniously transformed into tent canopies fashioned from Burberry’s seasonal check. Windows have been artfully adorned with camping gear, including ropes, waterproof fabrics, carabiners, and an array of limited-edition Burberry merchandise.
In a first-of-its-kind move, the Brompton Road facade of Harrods bathes in blue, following a multiyear project incorporating thousands of LED lights. This illuminative installation grants the store the ability to morph into any desired color, opening up new opportunities for many types of displays in the future.
The camping theme extends a motif introduced by Lee for his two debut collections at the British house, which put a contemporary spin on its historic connections to outdoorsmanship and military gear. The theme continues across a new 40-piece capsule that will be available exclusively at Harrods, extending across apparel as well as pieces like picnic blankets, bottle openers, and a teddy bear.
The takeover extends beyond the physical realm, with virtual experiences on Roblox allowing players to explore a digital recreation of Harrods’ facade and unlock exclusive Burberry items, as well as a virtual filter in collaboration with Snap and an in-store digital experience.
