In a celebration of freedom of imagination, Burberry unveiled an immersive Spring/Summer 2022 experience at its Rodeo Drive flagship store in Beverly Hills on February 10.
This innovative in-store experiential journey is inspired by creative director Riccardo Tisci’s “Animal Instinct” presentation. Inspired by the idea of switching between the endless possibilities of fantasy and reality, “Animal Instinct” draws on iconic Burberry designs, updating them for the modern wearer.
The immersive experience offers a journey through unique and unexpected spaces in their harmony, form and experience. The exterior of Burberry’s Rodeo Drive flagship store has been painted in a kaleidoscopic print of pink, black and white. In reference to the lively and curved pattern of the spring/summer collection, the building evokes forms of camouflage. Fantasy is echoed inside, with shimmering sculptural topography alongside stacks of mirrored speakers featured throughout the staircase. On the penthouse floor, there is an intimate viewing room. Here, the presentation film is broadcast on a floor-to-ceiling screen with surround sound oscillating between music, wind and nature. This illustrates Riccardo Tisci’s vision for the collection.
The store features a range of pieces from Burberry’s “Animal Instincts” presentation. The Burberry trench coat has been deconstructed and rebuilt and iconic outerwear produced in soft tan and dark biscuit tones are transformed by bold detailing. For menswear, Tisci continued to experiment with individuality, sensuality and fluidity. Basic garments such as trench coats appear in unique, unconfirmed silhouettes. In terms of accessories, the Rhombi and Olympia women’s bags will be on display, as well as a men’s bag in quilted checked leather (available as a backpack or shoulder bag) embellished with the Thomas Burberry Monogram.
The Burberry takeover will be on display from February 10 to March 7, 2022 at 301 N Rodeo Drive in Beverly Hills, California.