The London flagship will remain open to welcome clients throughout the phased refurbishment, ahead of the unveiling of Burberry House in autumn 2027.
Burberry announces plans to transform its iconic Regent Street store into Burberry House. Burberry House will offer a selection of unique, immersive experiences, bringing together the brand’s collections, heritage, culture and hospitality.
The renewed flagship will showcase the Regent Concept, Burberry’s new global store design language, created in collaboration with renowned interior designer Peter Mikic. Inspired by the warmth, elegance and familiarity of the British home, the concept brings together traditional craftsmanship, contemporary design and unexpected details, creating a more personal and welcoming approach to retail.
Originally designed in the early 19th century for the Prince Regent, 121 Regent Street has a colourful past, having served as an art gallery, cinema and theatre.
After nearly a century on Haymarket, Burberry relocated its London flagship to the Grade II-listed building in 2012, establishing a new home at one of the city’s most iconic addresses.
The landmark will be carefully restored, revealing original architectural details and connecting its rich history with Burberry’s future.
‘We are delighted to be restoring and reimagining our iconic Regent Street flagship as Burberry House. An immersive destination, it will bring together experiential, archival and hospitality elements to create a place of discovery and inspiration.
‘Our restoration will also see the return of our iconic ‘Burberrys’ clock, which was displayed outside our Haymarket headquarters and store for decades. As we bring the timepiece to its new home on Regent Street, we look forward to welcoming people to meet once again under the clock, discover Burberry House and enjoy a truly special experience.’
A defining feature of the transformation will be the return of the iconic ‘Burberrys’ clock, reflecting the historic company name and now reinstated above the Regent Street entrance.
Originally cantilevered on the façade of Burberry’s first London flagship on Haymarket, the grand timepiece is a testament to the house’s storied heritage. Crafted from cast iron, opal glass and decorative gold leaf, the clock combines Victorian and late-1930s elements. Carefully restored by expert horologists, it will once again serve as a landmark and meeting point for visitors.
More than a retail destination, Burberry House will offer an invitation into the creative and cultural world of Burberry, bringing together 170 years of heritage with a contemporary expression of British art, craft and design.
Stepping inside Burberry House, visitors will discover a series of intimate spaces that blend the character of the British home with Burberry’s design codes.
Guests will be welcomed in the Foyer, where the circular entrance dome will be restored to recreate its golden appearance from the 1920s, when the building was a cinema.
House codes appear in the details. An earth-toned colour palette recalls the English countryside and the signature beige of the Burberry trench coat, while the red of the ‘raker’ line in the Burberry Check introduces playful accents throughout. Timber chevron floors echo the distinctive twill of Burberry gabardine, while bespoke rugs reinterpret prints from scarves in the archive.
A centrepiece of the experience will be the Trench Arcade, a dedicated destination celebrating the craftsmanship behind Burberry’s iconic design. Bringing together heritage styles with seasonal interpretations, the space also offers a bespoke trench service to preserve and restore your coat, plus opportunities for personalisation.
On the first-floor mezzanine, the 1856 Gallery will display rotating exhibits of archival designs and ephemera, exploring the innovations and designs that have shaped Burberry since its founding. From the invention of gabardine to the enduring legacy of the trench coat, the display will reveal the house’s spirit of exploration and creativity.
Throughout the building, a curated selection of artworks and unique objects reflects the house’s long-standing relationship with British creativity and the arts. Historical references are woven into the interiors, creating connections between past and present.
More private spaces, including the Drawing Room, will offer an intimate setting for client appointments, personalised products and specialist aftercare services.
For younger visitors, the Knight’s Tale children’s department offers a playful interpretation of the British home, inspired by medieval castles and courts. Custom-made solid wood furnishings are carved to imitate the notched battlements of a British castle or playfully set on hoof-shaped metal feet. A checkerboard Knight print is reworked as a soft-pile rug, while a giant version of the signature Thomas Bear stands guard, wearing armour realised in a chunky crochet knit.
Across Burberry House, each room has been imagined as an experience, bringing together craftsmanship and exceptional service in a setting that feels both personal and welcoming – and extends beyond the traditional store.
Burberry’s Tea & Coffee will offer a warm and welcoming place for guests to come together, inviting them to spend time within the world of Burberry.
Inspired by the familiarity of British hospitality, the elegant yet relaxed setting will serve a selection of teas, coffees and light refreshments. Developed in collaboration with a world-class British chef, the menu will offer a contemporary take on traditional British favourites, inviting guests to stop by for a coffee or tea, a sweet or savoury scone, or a light bite.
Created in collaboration with interior designer Peter Mikic, the Regent Concept introduces a new design language for Burberry stores around the world.
Known for his richly layered residential interiors and expressive use of colour and materials, Mikic brings a fresh perspective to the retail environment. Drawing on the elegance and character of British homes, the Regent Concept blends traditional influences and contemporary design with unexpected details.
Taking its cues from residential interiors, the concept offers a more personal approach to the traditional shopping environment. Inviting seating areas and furnishings create a sense of intimacy and understated elegance. Each location will interpret Burberry’s codes in ways that reflect its own architecture and surroundings.
Peter Mikic, Interior Designer, said: ‘The starting point was the idea of a British home – where the furniture and objects have their own individuality and the spaces feel familiar, as though they have evolved naturally over time.
‘British interiors have a wonderful sense of individuality. They bring together different styles, periods, fabrics and colours, combining a sense of comfort with something unexpected. That’s something we wanted to capture within the Regent Concept: a balance between familiarity and discovery.’
The Regent Concept will be introduced in phases across Burberry’s global retail network, establishing a recognisable aesthetic while allowing each store to reflect its own architectural setting and local character.
The restoration of 121 Regent Street will be completed in phases, ahead of the grand opening of Burberry House in autumn 2027.
The Regent Street flagship will continue to serve customers while the works are underway, alongside other Burberry stores on New Bond Street and Sloane Street.
