Retail

Burberry Milan

Italy

The brief

Imagination was commissioned by Burberry to design a flagship store in Milan, to redefine and energise a quintessentially luxury British brand. Knowing that 'Britishness' is a defining feature of Burberry, we wished to re-interpret this in a contemporary way, playing on popular perceptions of the British sensibility.

Our approach

The mood throughout the store is one of friendly informality - providing a sharp contrast to the formal minimalism of many Italian fashion retailers. Authentic materials (such as herringbone parquet flooring) were reworked throughout the interior to give the space a tangibly British ambiance. A number of installations - including a specially commissioned, overhead film - imitate British weather by recreating atmospheric rain and wind.


Situated within a 16th Century palace, the original Milan store has become the model for the Burberry’s retail presence worldwide from Rome to Madrid, Paris and London. The global luxury chain has had a consistent successful financial performance in recent years and is continuing to expand their presence worldwide.

Retail work

Ganache
Ganache
Nitesh Estates/Ritz Carlton
John Lewis
John Lewis
John Lewis Partnership
Schiphol Airport
Schiphol Airport
Schiphol Airport Authority