Burberry unveils immersive Rodeo Drive temporary store makeover

By

Sandra Halliday

Published
Feb 10, 2022

Continuing its programme of experiential pop-ups and temporary store makeovers around the world, Burberry has today unveiled an immersive SS22 experience at its flagship store on Rodeo Drive in  Beverly Hills. 

The luxury label said it’s a “celebration of the freedom of imagination”, and that the “transformational takeover creates a journey through spaces that are unique and unexpected in their sound, texture, and experience”.

It’s all based on Riccardo Tisci’s ‘Animal Instinct’ concept, “inspired by the idea of shifting between infinite possibilities of fantasies and realities”.

What that means in practice is that the exterior of the building is “enveloped by a kaleidoscopic abstract print, evoking forms of camouflage in bubble gum pink, black, and white – a reference to the vivid, curved prints that feature in the womenswear and menswear collections. A sculptural topography glistens through the window displays as a backdrop to runway looks, evoking fantasy”.

But it’s not only about the outside as the story continues inside, “from sculptural topography to stacks of mirrored speakers climbing through the interior staircase”. And in the penthouse, there’s “an intimate viewing room where the presentation film plays on a floor-to-ceiling screen with surround sound audio pivoting between music, wind, and nature – illustrating Riccardo Tisci’s vision for the collection”.

As always these days, it all comes with its own Instagram filter to “bring the flagship storefront to life in new ways. Vibrant patterns emerge referencing the abstract camouflage print immersing customers in the Spring/Summer 2022 Rodeo Drive takeover”.