Burberry unveils new Paris store on Avenue Montaigne

Burberry has opened a new store on one of the key luxury-focused streets in the world’s fashion capital, Paris. Situated on Avenue Montaigne, we’re told the store reflects “Burberry’s new creative vision”.

The windows draw inspiration from the brand’s now-signature Equestrian Knight Design (EKD), with “elements of its iconic design, such as the horse and the shield, creatively reimagined through distinct installations that frame the space”.

Overall, the exterior is quite stark with that EKD given a starring role above the window awnings and helping to put the focus very much on the brand imagery and product on display in those windows.

And in line with the label’s focus on its British heritage under Daniel Lee, the store’s fixtures include sculptural handmade furnishings inspired by 1960s British abstract art and the creative salvage movement of the 1980s.

Additionally, its concrete floor features a distinctive mosaic in the form of Burberry’s EKD, “skilfully handcrafted using Verde Alpi marble”.

That said, unlike some Avenue Montaigne stores, Burberry’s version of luxury is very stripped back and there’s little to interrupt the visual impact of the product on the rails and shelves. 

The location is set across two floors and offers an assortment of pieces from the Burberry Spring 2024 and Summer 2024 collections, including menswear, womenswear and accessories such as the Knight bag and Rocking Horse bag.

Introduced as part of the Winter 2023 collection, the Knight bag is a versatile, softly structured bag made in Italy from natural grain calf leather, suede or shearling. The clip hardware is a play on the EKD, the winning entry of a public competition from around 1901.