Our in-house retail specialists Virgile & Stone were commissioned by Burberry to design a flagship store in MiIan. ‘Britishness’ as a defining feature of Burberry was re-interpreted in a fresh, contemporary way playing on popular perceptions of the British sensibility. The mood throughout is one of friendly informality, making a deliberate contrast to the formal minimalism of many Italian fashion retailers. A major destination for Milan shoppers, the Burberry store has become the model for the brand’s retail presence worldwide, from Rome to Bangkok, Moscow to Barcelona.

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• ⓒ Imagination 2010