Burberry has opened the first flagship store to feature its new global design concept at No.1 Sloane Street in London’s Knightsbridge.

Designed in collaboration with architect Vincenzo De Cotiis, the shop juxtaposes brutalist elements with luxurious materials to create a  modern feel. Display fixtures and plinths are constructed in a variety of textures ranging from concrete to ceramics to high-gloss finishes. The core colours of the Burberry check also feature whilst the pattern itself is reinterpreted in the gridded ceiling’s mirrored zones.

Marco Gobbetti, Burberry chief executive, said: “Our new flagship store at No.1 Sloane Street is a manifestation of all that is Burberry: authentic, bold, elevated, with creativity at its core. An iconic destination in the heart of Knightsbridge, London, it is the first to carry our new global store concept, providing a uniquely British luxury setting for our local and international customers to explore our brand and products. We’re excited to welcome our customers to this new home for our brand that connects our past, present and future.”

Situated on The Knightsbridge Estate’s new development, the store celebrates the SW1 postcode as this was the area where Thomas Burberry opened his first London store. Some 130 years later, the district remains the home of the luxury brand’s global headquarters.

De Cotiis said: “No.1 Sloane Street offers an opportunity to fully experience the British luxury brand in a unique space that connects Burberry’s past, present and future. Burberry will open three more flagships featuring its new design concept over the next 12 months – at Plaza 66 in Shanghai, on Rue Saint-Honoré in Paris and on Bond Street, also in London.”