// Burberry begins its month-long takeover of its Rodeo Drive flagship store based around the spring 2022 “Animal Instinct” collection
// The takeover will be live from 10 February to 7 March 2022
Building on strong sales momentum in the U.S., Burberry is hosting a monthlong takeover of its Rodeo Drive flagship as it looks to promote Riccardo Tisci’s spring 2022 womenswear collection “Animal Instinct.”
Inspired by the new collection, Burberry has been given a new storefront, covering the store’s entire exterior in a kaleidoscopic abstract print which references the vivid, curved prints that feature in the brand’s spring/summer womenswear and menswear.
The luxury retailer is hoping to capture passers by with an in-store installation that opens today and a series of live, and online, events for customers, including 100 VIPs who the company has invited from across the Americas region, including the U.S., Brazil and Mexico.
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Meanwhile, the interior of the store includes a “sculptural topography” that can be seen through the window, and stacks of mirrored speakers that climb through the interior staircase.
Finally, an intimate viewing room in the penthouse area of the shop offers customers the chance to view a film illustrating Tisci’s vision for the collections.
The Burberry Rodeo Drive spring/summer 2022 takeover will be live from 10 February to 7 March 2022.
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