Burberry's takeover of One&Only Aesthesis doesn't put its iconic House Check on a clothing rail, it recolours the pattern turquoise and weaves it into the pool, the gardens, the tennis courts, and the entire rhythm of a Greek summer. The check becomes cartography rather than branding. Backed by branded boats, pre-arrival styling sessions, and a genuine 1930s beachwear heritage, this is a masterclass in contributing atmosphere to a destination, not just borrowing its glamour.

Burberry turns Hôtel Belles Rives into a fully immersive summer narrative, where heritage, place and product converge. By reworking its signature check in Riviera blue and embedding it across the entire environment, the brand creates a seamless world that feels both native and distinct. More than a takeover, it becomes a lived experience, one that positions hospitality, culture and setting as essential tools for modern luxury storytelling.

Burberry’s pop-up at MixC Shenzhen Bay transforms outerwear retail into an immersive brand world. Anchored by a reimagined Burberry clock as a sculptural centrepiece, the space blends heritage, craftsmanship, and contemporary experience. Product, culture, and participation come together through tactile materials, Lunar New Year storytelling, and moments of hospitality, showing how physical retail can build emotion, meaning, and modern brand relevance beyond the transaction.

Burberry transforms WF Central Beijing with a pop-up boutique and ice rink that blend heritage and experience. A restored vintage clock anchors the space, while the rink, marked with the Equestrian Knight, turns winter culture into brand storytelling. With outerwear highlights and immersive design, it’s a smart example of how physical retail can merge fashion, play, and community to create meaningful, memorable brand moments.

Burberry brings its British manor-inspired world to the China International Import Expo, transforming a trade booth into an immersive brand experience. The winter collection is showcased through rich storytelling, while Shanghai-exclusive trench coats, jackets and scarves, blend heritage with local relevance. A smart, atmospheric example of how spatial design can elevate identity and create cultural connection.

Burberry’s London windows capture the essence of British heritage and craftsmanship. Moody, painterly backdrops meet layers of dried flora and rich textures, reflecting Daniel Lee’s vision of countryside romance and grand interiors. From quilted jackets to velvet brocades and trunk-inspired bags, every detail blends artistry, storytelling, and tactile luxury—transforming the store façade into a living portrait of modern British elegance.

Burberry brings its Goddess fragrance to life in Shanghai’s North Bund with a striking activation. A giant bottle set against the skyline, lioness sculptures, pampas grass, and bold branding create a powerful scene. A food truck adds a playful touch, while product displays highlight the scent’s triple vanilla notes and new suede base. Blending scale, storytelling, and sensory detail, Burberry transforms a launch into an immersive cultural moment.

SDD25/20_02: Burberry’s Regent Street flagship has been transformed into a rich, sensory celebration of British elegance through its latest collaboration with Highgrove, the private residence of King Charles III and Queen Camilla. Produced by Mint Ltd with floral installations by Star Flowers, the space immerses visitors in a living garden inspired by the estate’s wildflower meadows and carefully curated landscapes. A winding green pathway invites exploration, blending herita

SDD25/15_03: Burberry has unveiled a beautifully curated rooftop garden experience at Wuhan SKP to celebrate the opening of its new boutique. Located on the 5th floor of the mall, the activation transforms the rooftop into a quintessentially British setting, complete with park-style picnic benches and a striking central tent. The installation draws visual inspiration from the first three fashion seasons under Chief Creative Officer Daniel Lee, creating a cohesive brand narrat

SDD25/13_01: Burberry’s Spring/Summer 2025 visual merchandising at its Chengdu Taikoo Li boutique is a masterclass in storytelling, seamlessly integrating London’s unpredictable weather into its retail experience. Under the theme “It’s Always Burberry Weather,” the window display features the brand’s iconic trench coat set against a backdrop of hazy rain and blooming wisteria, evoking the romantic essence of London. Complementing this, Chinese supermodel Liu Wen stars in the

SDD25/09_01: Burberry has unveiled an exclusive Restored Trench Pop-Up at The Stage, Isetan Shinjuku, as part of the department store’s British Fair. The pop-up features a carefully curated collection of pre-1999 trench coats, each restored to perfection and available in limited quantities. Each piece is engraved with a unique serial number, adding to its rarity and historical significance. This activation not only highlights Burberry’s craftsmanship but also celebrates its r

SDD25/05_02: Burberry has unveiled a stunning limited-time boutique in Harbin, blending British heritage with the city's winter charm. Inspired by a classic London park pavilion, the space contrasts beautifully with Harbin’s snowy streets, offering a warm and immersive experience. The design pays homage to Burberry’s legacy in outerwear, echoing the protective yet stylish essence of its latest collection. Inside, visitors can explore the brand’s winter lineup, including jacke

SDD25/04_03: Burberry unveiled a stunning festive installation at the West Bund Dream Center Dockyard Plaza in Shanghai, showcasing its iconic cashmere scarf in a dynamic fusion of art and fashion. Designed by Lepouvoir Group, the display featured vibrant colors and flowing shapes, capturing the softness and elegance of Burberry’s signature check pattern. Blending physical and digital experiences, visitors could scan a QR code to try on scarves virtually. This installation ex

SDD24/46_01: Burberry has once again captivated audiences at the China International Import Expo, marking its fourth consecutive year of participation. This year’s pavilion is a testament to the brand’s ability to seamlessly blend heritage with modern creativity. Drawing inspiration from traditional British park landscapes, the design sets the stage for showcasing Burberry’s innovative winter collection. The pavilion artfully integrates elements from Burberry’s extensive arch

SDD24/39_03: Burberry presents a timeless British classic with a fresh twist in its trench coat exploration journey at Rosewood Beijing. Visitors can step into an inspiring space to explore the brand’s archives and Daniel Lee’s 2024 winter collection. This immersive appointment experience invites guests to discover Burberry’s iconic heritage alongside its modern evolution. Pictures courtesy of Burberry.

SDD24/37_03: The refurbished Burberry Shenyang Mixc boutique offers an elevated shopping experience, featuring the 2024 Winter and Classic Series collections. The stone-carved exterior and staircase reflect London’s architectural influence, while wooden display tables and exquisite carpets, crafted by independent artists, highlight Burberry's commitment to supporting creative talent. Pictures courtesy of Shenyang Mixc.

SDD24/27_03: Burberry is offering an immersive experience at The Landmark's MO Bar to celebrate its new Rocking Horse bag, designed by Chief Creative Officer Daniel Lee. The MO Bar takeover features Knight Blue furniture and neon installations of the iconic Equestrian Knight Design from 1901. Guests can enjoy traditional British dishes, such as toad in the hole and fish and chips, and generate customised QR codes for gifts from the Burberry Landmark store vending machine, inc

SDD24/15_04: Explore the newly refurbished Burberry Jinan Boutique, a two-story sanctuary embracing the essence of the brand's iconic...

SDD24/10_05: Embark on a captivating journey through Burberry's iconic style at their exclusive pop-up store on The Stage, located on the...

SDD24/05_05: Burberry has embarked on a captivating transformation of the prestigious luxury department store, Harrods, in a celebration...

SDD24/03_02: Step into the enchanting world of Burberry's 2024 New Year collection at the Chongli limited-time store. Nestled in the...

SDD48_03: Burberry Winter Series Pop-Up Space, Shenyang Vientiane City China.

SDD45_06: Burberry Streets Window Display Installation, Bond Street London.

SDD40_06: Burberry Streets 'Seongsu Rose' Installations, Seoul South Korea.