An iconic British luxury brand, Burberry has been a leader in the fashion industry for decades. Consumers are drawn to the brand's simple sophistication as well as the distinctive check pattern the company has become known for. To maintain it's position as a prominent international brand, Burberry underwent a global transition in the early 2000's led by Burberry's Chief Creative Officer, Christopher Bailey. One of the initiative's core strategies was to expand Burberry's global reach and presence using it's flagship properties.
For Burberry's Chicago flagship location, located on busy Michigan Avenue, the building design matched Burberry's new brand strategy: modern-meets-heritage. Christopher Bailey played a key role in designing the structure, "What we’re trying to do is bring this kind of beautiful, architectural side of Burberry to a pretty incredible part of the city and, in a way, immerse it in a bit of Britishness that also feels quite modern". The building's stunning decorative glass facade plays with the scale of Burberry's signature check, recreating the pattern in illuminated, three-dimensional forms.
