Burberry's Regent Street flagship to be restored and reimagined as Burberry House

British luxury house Burberry is to restore and reimagine its London flagship on Regent Street as Burberry House, a destination that brings together the brand's collections, heritage, culture and hospitality. The store will remain open throughout the phased refurbishment, ahead of the opening of Burberry House in autumn 2027.

The renewed flagship will showcase the Regent Concept, Burberry's new global store design language, created with interior designer Peter Mikic. Inspired by the British home, the concept combines traditional craftsmanship with contemporary design and unexpected details, aiming for a more personal approach to retail.

"We are delighted to be restoring and reimagining our iconic Regent Street flagship as Burberry House," said Joshua Schulman, chief executive officer of Burberry. "An immersive destination, it will bring together experiential, archival and hospitality elements to create a place of discovery and inspiration."

New chapter for 121 Regent Street

The building at 121 Regent Street was originally designed in the early 19th century for the Prince Regent and has since served as an art gallery, cinema and theatre. Burberry moved its London flagship to the Grade II listed building in 2012, after nearly a century on Haymarket. The restoration will reveal original architectural details of the landmark.

A key feature of the transformation is the return of the 'Burberrys' clock, which refers to the company's historic name and will be reinstated above the Regent Street entrance. The timepiece was originally mounted on the façade of Burberry's first London flagship on Haymarket. Made from cast iron, opal glass and gold leaf, it combines Victorian and late 1930s elements and has been restored by horologists.

"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," said Schulman.

Inside Burberry House

Burberry House will present 170 years of heritage alongside a contemporary expression of British art, craft and design, spread across a series of intimate spaces. Visitors enter through the Foyer, where the circular entrance dome will be restored to its golden appearance from the 1920s, when the building was a cinema.

The interiors draw on the brand's house codes. An earthy colour palette recalls the English countryside and the beige of the Burberry trench coat, while the red 'raker' line of the Burberry Check adds accents. Timber chevron floors echo the twill of Burberry gabardine, and bespoke rugs reinterpret archive scarf prints.

At the centre is the Trench Arcade, dedicated to the craftsmanship behind the trench coat. It combines heritage styles with seasonal interpretations and offers a bespoke trench service for restoration and personalisation. On the first floor mezzanine, the 1856 Gallery will host rotating exhibitions of archival designs and ephemera, from the invention of gabardine to the legacy of the trench coat.

Further spaces include the Drawing Room for client appointments, personalised products and aftercare services, and the Knight's Tale children's department, inspired by medieval castles and courts. Burberry's Tea & Coffee will serve teas, coffees and light refreshments, with a menu developed with a British chef that offers a contemporary take on traditional British favourites.

Regent Concept to roll out globally

The Regent Concept will be introduced in phases across Burberry's global retail network. Each store will interpret the brand's codes in line with its own architecture and surroundings, using inviting seating areas and furnishings inspired by residential interiors.

"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," said Mikic.

While the works at Regent Street are underway, the flagship will continue to serve customers, alongside Burberry's stores on New Bond Street and Sloane Street.