Burberry has introduced a new initiative of global city takeovers and activations called ‘Burberry Streets’. The series will engage communities with interactive launches and installations as the fashion house explores its own heritage and concepts for modern British luxury under the direction of Daniel Lee.
Burberry Streets is kicking off this week in the brand’s hometown of London with a takeover of Norman’s, the legendary North London cafe renowned for its British culinary offerings. The takeover coincides with London Fashion Week and will feature a travelling Norman’s food truck that will be making appearances on The Strand and Duke of York Square over the coming days.
As part of the travelling initiative, Burberry will be showcasing brand signatures such as its seasonal check in knight blue, rose print, and the newly redefined Equestrian Knight Design for each city. For London, Burberry will be flying flags in its new rose print above Bond Street and Piccadilly screens as both are lit up with videos from the winter 2023 campaign. The Equestrian Knight will be stencilled in chalk throughout the capital on paths and in parks, and London’s iconic black taxis will be wrapped in Daniel Lee’s English rose print for the event.
Alongside the fashion week activations, Burberry Streets also coincides with the highly anticipated launch of Daniel Lee’s Winter 2023 collection, which is now available both in-store and online, alongside a new redesign of the Burberry website.
Rod Manley, Burberry CMO, said: “We are so excited to see Daniel’s first collection arriving in-store and online. With our redesigned website, new brand signifiers across product and branding and the launch of our global Burberry Streets initiative here in our home market, we’re looking forward to sharing the new Burberry world with our clients.”
Burberry Streets is set to land in Seoul and Shanghai in October of this year.