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05 May 2021

Burberry is launching a series of global pop-ups to celebrate the brand’s signature Olympia bag, with the first opening in Harrods. The Olympia, designed by Burberry Chief Creative Officer Riccardo Tisci, is a structured and sculptural bag, a celebration of modern classicism. The bag has a crescent curve that moulds closely against the body, an athletic aura told through its defined arc.

The immersive and inviting space in Harrods brings the world of the Olympia to life, and is a celebration of the aesthetics, craftsmanship and inspiration of the bag. The architecture of the space reflects a contemporary approach. Sweeping curves are lined with statues reminiscent of Ancient Greece, reimagined for a modern era. The shape of the space resembles the arc of the Olympia, a mesmerising repetition of feminine form – majestic and strong.

The pop-up will house an assortment of Olympia bags, in a variety of shapes, styles and colours. There will also be a limited-edition collection featuring styles in warm sand and blue topaz with a chunky gold-plated chain strap, and marigold yellow and marsh green with leather straps. Each bag will have an edition number engraved on the inside. Harrods will exclusively house edition numbers one to eight.

“Our Olympia bag pop-up marks not only the launch of our new signature handbag design, but also an exciting moment for Burberry in the UK as we welcome customers delighted to return to our stores once again. We are looking forward to bringing our customers this unique experience in partnership with Harrods, presenting a striking installation that reflects the inspiration behind the Olympia bag in one of the most iconic retail locations in the world.”

Gavin Haig, Burberry Chief Commercial Officer

“The exhibition window is an exciting space where brands can experiment and create a true spectacle, and that’s exactly what Burberry have done with ‘The World of Olympia’. An iconic product paired with an equally iconic digital experience is a powerful combination I know our customers will love. Harrods clients are constantly in search of newness and exclusivity and Burberry’s ‘The World of Olympia’ certainly delivers this, with the pre-launch of eight exclusive colours and styles, this will be a moment not to miss.”

Lydia King, Harrods Fashion Director

 

AR EXPERIENCE

The pop-up will feature the Elpis statue which can be brought to life through an immersive and interactive AR experience. The experience is the latest in a series of activations exploring the relationship between physical and digital experiences to create exciting new concepts for our community and enhance the luxury experience.

Accessible via a dedicated QR code, visitors will be able to place an animated digital version of the statue in their surroundings and watch as it comes to life and walks towards them, leaving a trail of motion sequence statues behind it. Visitors will be able to capture a photograph or a video of the animated statue, enabling them to share their unique experience.

THE OLYMPIA CRAFTSMANSHIP

The bag is expertly made in the highest quality leather, chosen for its memorable beauty and unique characteristics. Each bag is crafted in Italy, and hand-shaped and painted by artisan makers.

The unique curved silhouette is hand- moulded on a wooden block to create its structure. Each bag is meticulously finished by hand and its edges finely applied with three coats of paint, to protect it and ensure it wears beautifully.

 

 

The bag features gold or palladium- plated hardware, engraved with the Burberry logo – an emblem of timeless simplicity.

THE OLYMPIA COLLECTION

The pop-ups will house exclusive colourways including a mini size in black, warm sand, marsh green, blue topaz and marigold smooth leather with a gold-plated chain strap. Small sizes include marsh green, blue topaz and marigold with a leather strap. Each bag will have an edition number engraved on the inside.

There will also be an assortment of classic colourways from warm tan, black and burgundy to pale blue, warm sand and deep orange in mini, small and medium sizes.

The Olympia family has a range of iterations including a card case with a detachable strap in warm tan and black. A messenger bag, backpack and tote also join the collection in neutral colourways.

BAGS AND SMALL ACCESSORIES

The pop-ups will also house an assortment of other signature Burberry bags including the Pocket and The TB Bag.

The Pocket Bag, a structured tote, takes inspiration from an archival Burberry style. The original silhouette is reinterpreted by adding a front pocket and leather taping. The bag will be available in a variety of colourways including pale blue, black, warm sand, and contrasting tonal green and camel, burgundy and red.

Fresh styles include a Soft Pocket Tote with a detachable shoulder strap in warm tan, and a backpack available in dark clay brown and black. A foldover messenger style is available in navy and warm tan.

 

The TB Bag is a reference to the fashion house’s founder Thomas Burberry. The structured bag, which features a Monogram clasp, is available in black, malt brown, pale blue and sand smooth leather. Tri-tone canvas and topstitched leather styles include black and tan, natural and malt brown.

The Robin bag, a small structured bag in cotton canvas and topstitched leather, in white and tan and black and tan. The bag is also available in black smooth leather and contrasting burgundy and orange.

LOCATION

The pop-up will be open 4 – 30 May

Opening hours:
Monday – Saturday, 10am – 7pm. Sunday, 11am – 6pm.

NOTES TO EDITORS

COVID-19

In order to protect customers and employees, measures include:

  • A limited number of visitors and employees in stores at all times.
  • In-store signage detailing social distancing protocols.
  • Virtual client appointments for those who would rather not travel to store sites.
  • Customer order pick-up available in store, adhering to all health and safety measures.

ABOUT BURBERRY

  • Burberry is a global luxury brand, headquartered in London, UK.
  • Founded in 1856, Burberry is listed on the London Stock Exchange (BRBY.L) and is a constituent of the FTSE 100 index.
  • BURBERRY, the Equestrian Knight Device, the Burberry Check and the Thomas
  • Burberry Monogram and Print are trademarks belonging to Burberry.
  • For more news: www.burberryplc.com

ABOUT HARRODS

  • Harrods began as a wholesale grocer and tea merchant in east London, first opening its doors in 1834. Since then, it has grown to become the world’s most famous department store, known for its unrivalled range of luxury merchandise. As well as exclusive brands and a myriad of departments, one of Harrods’ most renowned attributes is its unparalleled service. Harrods continues to be guided by its philosophy of “anything is possible”, and, to this day, our customers remain at the heart of everything we do.

AR Pocket Bags

To mark the Spring/Summer 21 launch of the Pocket bag, Burberry has created an augmented reality experience that allows users to design their own 3D Pocket bag sculptures, inspired by the maritime themes of its SS21 campaign.

AW21 WOMENSWEAR

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Riccardo Tisci’s first womenswear presentation for Burberry sets out a bold interpretation of modern femininity; shedding archetypes and readdressing preconceptions. At its core, the collection carries a sense of unflinching pride and conviction. With a sense of fluidity, looks reinvent tradition, twist classicism and encourage freedom of expression.

Virtual Tokyo Store

In Burberry’s latest venture in digital innovation, the luxury fashion house has collaborated with ELLE Digital Japan to create an interactive virtual replica of its flagship Ginza store. Customers will be able to navigate themselves around the virtual store and purchase items from Burberry’s Spring/Summer 2021 collection by selecting digital icons.