Burberry to Transform Regent Street Flagship by 2027

A landmark reimagined

Burberry has confirmed plans to restore and reimagine its London flagship on Regent Street, turning the address into what the house calls Burberry House: a destination that folds collections, heritage, culture and hospitality into a single experience. The store will stay open throughout a phased refurbishment, with Burberry House scheduled to open in autumn 2027.

The project marks a shift in how the British brand approaches its retail spaces, treating the flagship less as a shop and more as a place to spend time.

The building at 121 Regent Street

The address has had a varied life. Designed in the early nineteenth century for the Prince Regent, the building has previously served as an art gallery, a cinema and a theatre. Burberry moved its London flagship there in 2012, after close to a century on Haymarket, and the Grade II listed structure will now have its original architectural details revealed through the restoration.

Central to the transformation is the return of the ‘Burberrys’ clock, named for the company’s historic spelling. The timepiece, originally mounted on the façade of Burberry’s first London flagship on Haymarket, will be reinstated above the Regent Street entrance. Made from cast iron, opal glass and gold leaf, it brings together Victorian and late 1930s elements and has been restored by horologists.

Chief executive officer Joshua Schulman described the ambition behind the project, saying the house is delighted to be restoring and reimagining its iconic Regent Street flagship as Burberry House — an immersive destination bringing together experiential, archival and hospitality elements to create a place of discovery and inspiration. Of the clock, he added that as the timepiece comes to its new home on Regent Street, the brand looks forward to welcoming people to meet once again under it.

What visitors will find inside

Across a series of intimate spaces, Burberry House will set 170 years of heritage alongside a contemporary expression of British art, craft and design.

Entry is through the Foyer, where the circular entrance dome is being restored to the golden appearance it had in the 1920s, when the building operated as a cinema. From there, the interiors follow the house codes: an earthy palette recalling the English countryside and the beige of the trench coat, accented by the red ‘raker’ line of the Burberry Check. Timber chevron floors echo the twill of gabardine, and bespoke rugs reinterpret archive scarf prints.

At the heart of the building sits the Trench Arcade, devoted to the craft behind the trench coat. It pairs heritage styles with seasonal interpretations and offers a bespoke trench service covering restoration and personalisation. On the first-floor mezzanine, the 1856 Gallery will host rotating exhibitions of archival designs and ephemera, tracing the story from the invention of gabardine to the enduring legacy of the trench.

Other spaces include the Drawing Room, used for client appointments, personalised products and aftercare, and the Knight’s Tale children’s department, which takes its inspiration from medieval castles and courts. Burberry’s Tea & Coffee will serve teas, coffees and light refreshments, with a menu developed alongside a British chef offering a contemporary take on traditional favourites.

One design language, many cities

Burberry House will showcase the Regent Concept, the brand’s new global store design language developed with interior designer Peter Mikic. Inspired by the British home, it pairs traditional craftsmanship with contemporary design and unexpected details, with the aim of making retail feel more personal.

Mikic explained that the starting point was the idea of a British home, where furniture and objects have their own individuality and the spaces feel familiar, as though they have evolved naturally over time.

The concept will be introduced in phases across Burberry’s international retail network, with each store interpreting the house codes in line with its own architecture and surroundings. Inviting seating areas and furnishings drawn from residential interiors will be recurring features.

Business as usual on Regent Street

While the works are underway, the flagship will continue to serve customers, alongside Burberry’s stores on New Bond Street and Sloane Street. For shoppers in the capital, that means access to the brand’s collections is uninterrupted while one of London’s most recognisable retail addresses is prepared for its next chapter.

With the clock restored and the dome returning to gold, Burberry House looks set to become a meeting point as much as a shop — somewhere to browse the archive, have a bespoke trench refitted, or simply pause for tea beneath the chandeliers.