Burberry unveils bespoke installation at Printemps in Paris

By

Barbara Santamaria

Published
Feb 26, 2020

Gorillas, birds and lions in bubblegum pink decorate the atrium of Printemps in Paris as part of an immersive installation set up by Burberry to celebrate its Spring/Summer 2020 collection.

Until 22 March, the luxury house will take over the department store’s atrium and all 11 of its window displays with a pop-up inspired by the animal kingdom.

Burberry said the theme recognises founder Thomas Burberry and creative chief Riccardo Tisci’s shared belief in the power and symbolism of animals. Animals from both Burberry’s and Printemps’ heritage are placed throughout the custom-built space, drawing in visitors with an elevated, Instagram-friendly backdrop.

The Thomas Burberry logo also features prominently, in carpets and across the Spring/Summer 2020 collection, including on the TB and Lola bags. The collection, named Evolution, mixes innovative techniques with classic fabrication. With Victorian influences and an array of new house codes, it includes trench coats, hoodies and T-shirts adorned with animal prints, the Burberry Horseferry House logo and the Monogram motif.

All items are available to purchase at the Printemps pop-up, including pieces for men and women, and accessories.

“Throughout the store takeover we have worked closely with Printemps to celebrate Burberry’s rich heritage while introducing our new house codes and iconic products,” said Marco Gentile, president EMEIA at Burberry.

The Burberry Spring/Summer 2020 collection will also be available to purchase on Printemps.com, which launches early next month, as well as in Burberry stores globally and on Burberry.com.