Burberry created the event for the opening of its new Paris store, dressed in its iconic check print for the occasion. A scenography in fabric that made an impression during fashion week.
The atelier imagined a design that hugged the form the facade, making use of an unmistakable identifying element of the House founded by Thomas Burberry. For a month, 500 m2 of fabric created from recycled plastic covered the four floors of the store like a second skin.
The ‘birch brown check’ theme even continued inside the shop windows, referencing the first tartan accessory that was launched in Paris in 1967. The famous motif has gone on to become a gimmick in Burberry’s multi-channel campaign, allowing it to create an event in an event right in the middle of fashion week.