Burberry Opens New Flagship Store In Shanghai
The iconic British luxury brand, Burberry has recently opened a new flagship store in Shanghai, China, located at Plaza 66. This marks the second flagship store to feature Burberry’s new global design concept, which encapsulates the essence of the luxury house. The opening of this store highlights Burberry’s commitment to expanding its presence in the Chinese market, where it officially launched in 2010 and now operates over 65 stores with more than 1,000 employees.
The Shanghai Plaza 66 store was designed in collaboration with renowned architect Vincenzo De Cotiis, who combined brutalist elements with luxurious materials to create a distinctly modern feel. The store features display fixtures and plinths constructed in a variety of textures, from concrete to ceramics to high-gloss finishes. The core colors of the Burberry check – beige, black, white, and red – are explored and developed throughout the store, while the iconic pattern itself is reinterpreted in the gridded ceiling’s mirrored zones, creating a sense of openness as it reflects the roaming tiled chequerboard floors.
Spanning three floors, the store offers a wide range of men’s and women’s clothing and accessories collections. It is also carbon neutral and is undergoing the LEED (Leadership in Energy and Environmental Design) certification process, reflecting Burberry’s commitment to sustainability and reducing its environmental impact. The brand aims to become Climate Positive by 2040 and have a carbon-neutral footprint across all of its operations globally by next year.
The ground floor of the Shanghai Plaza 66 store features key bag styles, including The Olympia Bag, The Pocket Bag, and The TB Bag, as well as a range of small leather goods such as wallets, card cases, belts, and pouches for men and women. A glass box with a mirrored ceiling envelops the intricate monochromatic tiled staircase leading up to the first floor, which is dedicated to womenswear and features a tiered custom-made architectural island designed to celebrate the womenswear shoes on display.
“A place of discovery, the store is emblematic of our rich heritage – at once, embodying creativity and innovation with our new global design concept, while supporting China’s ambition to become carbon neutral. It is a unique and bold setting which brings our brand vision to life and we’re excited to welcome customers to our new home in Shanghai, providing the finest luxury products and exceptional experience that are hallmarks of shopping with Burberry.’ Josie Zhang, Burberry China President
Burberry plans to open two more flagship stores featuring its new design concept within the next year, one on Rue Saint-Honoré in Paris and another on Bond Street in London. These new stores will further solidify Burberry’s position as a leading luxury brand and provide customers with exceptional shopping experiences that showcase the brand’s rich heritage, creativity, and innovation.
I have 15 years of experience in the retail industry including expertise in marketing, operations, merchandising, buying, shopping and technology. I am a speaker, consultant and former senior managing director of The School of Retailing, University of Alberta. My education includes a Bachelor of Commerce Degree from The University of Alberta in Marketing, Certificate in Real Estate and a Diploma in Fashion Merchandising and Buying from LasSalle College, a Canadian private school founded in 1959 by fashion designer Jean-Paul Morin.