Burberry Recasts Regent Street Flagship as 'Burberry House'

Burberry will reopen its 121 Regent Street flagship as "Burberry House" in the fall of 2027, converting the Grade II-listed building into a mixed retail, archive and hospitality destination while the store continues trading through phased restoration works.

The project, announced by chief executive officer Joshua Schulman, doubles as the launch vehicle for the Regent Concept — a new global store design language developed with interior designer Peter Mikic. Burberry will roll the concept out in phases across its entire retail network, allowing each store to adapt the aesthetic to its own architecture and local character, according to Mikic.

What does this change for the retail estate? In effect, one flagship becomes the template for every door, and a design capital expenditure decision is being presented as a brand strategy.

What is actually inside Burberry House?

The brand has specified the contents in unusual detail:

• The foyer: the circular entrance dome will be restored to its golden 1920s appearance, from the building's era as a cinema.
• The Trench Arcade: a dedicated space presenting heritage trench styles alongside seasonal interpretations, plus a bespoke trench service for coat preservation, restoration and personalization.
• The 1856 Gallery: a mezzanine exhibition space showing a rotating display of archival designs and ephemera, from the invention of gabardine to the trench coat.
• The Drawing Room: private rooms for client appointments, personalized products and specialist aftercare.
• The Knight's Tale: a children's department inspired by medieval castles, with solid wood furnishings carved as battlements or set on hoof-shaped metal feet, a checkerboard Knight print reworked as a rug and a giant Thomas Bear in crocheted armor.
• Tea & Coffee: a hospitality offer serving light meals described as a contemporary take on British favourites.

The material palette is code-heavy. Earth tones reference the English countryside and the trench coat's signature beige; the red "raker" line of the Burberry check appears as accents; timber chevron floors echo the twill weave of gabardine; and bespoke rugs reinterpret archive scarf prints.

Mikic said 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."

"British interiors have a wonderful sense of individuality. They bring together different styles, periods, fabrics and colors, combining a sense of comfort with something unexpected," he said. "That's something we wanted to capture within the Regent Concept, a balance between familiarity and discovery."

The clock returns to public view

The restoration also revives the cast-iron "Burberrys" clock, which hung outside the brand's Haymarket headquarters and store for decades and most recently sat in the lobby of Horseferry House in Westminster. Expert horologists have restored the piece, which combines Victorian and late-1930s elements in cast iron, opal glass and decorative gold leaf.

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

"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, discover Burberry House and enjoy a truly special experience," he added.

A long refurbishment window

The timeline deserves attention. Announced now, the grand opening lands in fall 2027 — roughly two years of phased works on a listed building that remains open to customers throughout. That is a long disruption window for a flagship on one of Europe's most expensive retail pitches, and Burberry has not disclosed the cost of the restoration.

The building itself carries history beyond the brand. Designed in the early 19th century for the Prince Regent, 121 Regent Street has served as an art gallery, cinema and theatre. Burberry moved its London flagship there in 2012 after nearly a century on Haymarket — making this the second relocation of the clock's era in just over a decade.

For sourcing and store-development teams, the notable signal is the phased network rollout: every Burberry store will eventually carry the Regent Concept, which means fit-out contracts, fixture programmes and a defined material language now have a single reference point in central London. The beige is specified. The timeline is public. The budget, for now, is not.