Burberry has unveiled its latest flagship store in the vibrant Sanlitun district of Beijing, marking a significant addition to the luxury brand’s presence in China. This impressive three-story establishment marries London-inspired architectural influences with local design cues, offering a unique shopping experience that reflects Burberry’s heritage and modern aesthetic.
The store’s design showcases natural stone, expansive windows, and a bespoke scarf monogramming service, emphasizing the brand’s commitment to quality and style. Inside, customers can explore a curated selection of outerwear, including the iconic trench coats and the latest offerings from the Winter 2024 collection, alongside an array of bags.
Situated in an outdoor shopping haven, the Sanlitun store exudes a sense of classic luxury while incorporating elements that echo Burberry’s London roots. Oversized windows allow natural light to flood the space, creating a warm and inviting atmosphere. Materials used in the store reflect British limestone, and a staircase featuring a metal balustrade pays homage to the cast iron railings found in London.
A key focus of this new location is the ground floor scarf destination, which offers a variety of styles crafted from cashmere and silk. The bespoke monogramming service lets customers personalize their cashmere scarves with initials in a range of colors, enhancing the shopping experience.
Throughout the store, Burberry’s dedication to protection, functionality, and timeless style is apparent. The collection includes outerwear staples such as parkas and quilted barn jackets, alongside the classic Heritage Trench Coats—Kensington, Chelsea, and Waterloo styles that are synonymous with the brand. The Winter 2024 runway collection introduces a stylish array of garments, from cotton nylon moleskin trousers to alpaca wool blend sweaters, all designed with easy elegance in mind.
In addition to readily available luxury apparel, the store features Burberry Classics, which reinterprets wardrobe essentials with a fresh twist. These include embroidered T-shirts, a patterned cotton twill shirt dress, and relaxed nylon jackets. Accessories include the equestrian-inspired Rocking Horse bag, a sleek bowling bag in smooth leather, and the Trench tote, which draws inspiration from the iconic trench coat.
To commemorate the store opening, Burberry hosted a special event attended by influential figures such as brand ambassadors Tang Wei and Chen Kun, along with other notable personalities. This new flagship location in Sanlitun represents not only Burberry’s expansion within a key market but also its commitment to blending tradition with contemporary fashion design.
