On 14 September 2012, Burberry opened the doors of its largest ever London store at 121 Regent Street. The shop was designed around the brand’s website, with rooms that echoed the sections shoppers could browse online.
Christopher Bailey described the project at the time as one of the most architecturally and culturally significant the label had taken on. The store was meant to be a physical version of the brand’s digital world.
A website you could walk into
The flagship was billed as “Burberry World Live”. Angela Ahrendts, then Burberry’s chief executive, said it brought the brand’s digital world to life in a physical space for the first time. Stepping inside, she said, was much like stepping into the website.
The technology was visible throughout the store:
- Full-length screens around the shop could switch smoothly into mirrors.
- Clothing carried radio-frequency identification chips. Holding an item near a mirror could trigger multimedia content, such as a catwalk clip of that piece.
- A giant screen sat in the centre of the atrium, and a stage could be built around it for in-store gigs.
- Burberry weather “moments” sent digital rainstorms across the screens while customers shopped.
Wallpaper noted that the opening came just ahead of the brand’s spring/summer 2013 womenswear show at London Fashion Week. It also said the store showed the brand had joined the digital and physical worlds successfully.
Old building, new tricks
The store occupied about 44,000 square feet in a Grade II listed building that dates to around 1820. Bailey said Burberry had worked with some of Britain’s finest craftsmen to restore historic features while pushing the limits of digital technology. He described a space of contrasts, both imposing and intimate, that set craft beside innovation.
The building was originally designed in the early 19th century for the Prince Regent. It has since served as an art gallery, a cinema and a theatre, according to FashionUnited. Burberry moved its London flagship there in 2012, after nearly a century on Haymarket.
To mark the opening, the label launched an exclusive Regent Street collection built around the colour gold.
What is happening now
Fourteen years after that opening, the building is about to change again. In October 2026 Burberry announced that it will restore and reimagine the Regent Street flagship as Burberry House. Chief executive Joshua Schulman called it an immersive destination that brings together experiential, archival and hospitality elements.
The grand opening is planned for autumn 2027. The work will be done in phases, and the store will keep trading throughout.
The flagship will be the first to show the Regent Concept, a new store design language created with interior designer Peter Mikic. It takes the British home as its starting point, using individual rooms, seating areas and furnishings to make shopping feel more personal. Burberry plans to roll the concept out across its stores worldwide over time.
The plans include a Trench Arcade, a dedicated trench-coat destination that combines heritage styles with seasonal versions. It will also offer a bespoke service to preserve and restore coats. The restoration is meant to reveal original architectural details of the landmark. The “Burberrys” clock, which refers to the company’s historic name, will return above the Regent Street entrance.
FAQ
Is the Regent Street flagship still open?
Yes. Burberry says the store will stay open while the phased refurbishment takes place.
What is Burberry House?
It is the new name for the renewed Regent Street flagship. The store will combine collections, archival exhibitions, cultural experiences and hospitality.