Burberry’s latest flagship venture sits on Sanlitun Road in Beijing’s Chaoyang District, a top shopping destination known for its outdoor retail spaces. The three-floor store combines the brand’s British heritage with the modern energy of one of Beijing’s most dynamic areas.

The store’s architecture takes cues from classic London structures, featuring natural stone inspired by British limestone and a metal balustrade reminiscent of London’s iconic cast iron railings. Expansive windows fill the space with sunlight, blending tradition and contemporary elegance.

With stone counters (a Mainland China first for Burberry) and checked, brightly colored tufted rugs, the store interior feels both luxurious and welcoming. Two neon Equestrian Knight Designs illuminate the building’s west and east facades, reflecting Burberry’s refreshed branding under creative director Daniel Lee.

On the ground floor, Burberry debuts a new scarf section, featuring a monogramming service wh ere shoppers can add up to three initials in various colors to cashmere scarves. This personalized service adds a unique, modern edge to the brand’s offerings in China’s capital.