Last season, under Daniel Lee‘s creative leadership, Burberry hit the reset button on its visual identity. The British luxury brand’s iconic Equestrian Knight Design was redefined in an eye-catching shade of blue dubbed “knight blue.” Now, as London Fashion Week Spring/Summer 2024 takes off, the Burberry Knight is galloping around the capital city, painting it blue. Earlier this week, Burberry announced its latest initiative titled Burberry Streets. Kicking off in London, the Burberry Streets initiative–that spans immersive experiences, installations, and events–will jet off across the globe to Seoul and Shanghai this winter.
The Burberry Streets initiative serves as a platform to showcase the brand’s signatures, such as the emblematic Burberry check in knight blue, rose print, and the reiterated Equestrian Knight Design. Symbols of the house will be plastered across the capital with flags bearing the rose print flying above Bond Street, while Piccadilly’s screens will light up with the Burberry Fall/Winter 2023 campaign. The streets will be stamped with the Equestrian Knight motif using chalk stencils, and London’s iconic black taxis will be wrapped in Lee’s English rose print.
That’s not all; in partnership with Transport of London, Burberry will transform the Bond Street underground station into Burberry Street. Home to the British luxury powerhouse’s flagship store and one of London’s landmark shopping destinations, Bond Street’s underground station’s signages will bear the words ‘Burberry Street.’ During London Fashion Week, Burberry Streets will take over London’s Norman’s cafe, decorating it in the brand’s now signature blue. Adorned in Burberry colors and prints, Norman’s travelling food truck will drive to The Strand and Duke of York Square.
The Burberry Streets takeover coincides with the highly anticipated launch of Daniel Lee’s debut collection for the brand – now available both in-store and online, celebrating the dawn of a new era and creative vision for Burberry.