On Tuesday, November 25, exactly one month before Christmas, Burberry unveiled a tree decorated in its colors at Claridge’s Hotel. In this 5-star establishment, which has been an institution for London’s elite since 1856, the emblem of Britishness highlights its tartan pattern as well as its outerwear and scarves.
While Burberry is making a splash across the Atlantic with a special activation and window displays at Bloomingdale’s department store, the British brand hasn’t forgotten to play on its home turf.
In collaboration with Claridge’s—owned by the Maybourne Hotel Group—and under the leadership of its creative director Daniel Lee, the British luxury brand has decorated a 16-foot (4.87 m) Christmas tree dressed entirely in tartan in the lobby of this prestigious hotel.
A strategic location in the heart of Mayfair, not far from the Selfridges department store, where the commercial festivities are in full swing with Disney.
In the midst of an economic recovery, the House is keen to highlight, in line with its Burberry Forward restructuring plan, the full range of its offering beyond its iconic trench coat. As a result, outerwear and knitwear are prominently featured in this unusual activation. The brand has also taken on the task of creating the hotel’s annual Christmas bauble, limited to 300 copies.
Subtle takeover
Benefiting from its renewed desirability and sales, Burberry is daring to venture outside its network of boutiques. After department stores, cafés, and restaurants, it’s now the turn of hotels, specifically Claridge’s in Mayfair. This iconic London establishment has some 190 rooms and suites. It’s a great way to reaffirm the lifestyle dimension of the brand, but also to establish a presence where its customers are likely to be staying during the festive season.
To make an impression and open wallets, Burberry unveiled a Christmas tree in the purest tradition of the Claridge’s hotel, with bows, a symbol of unity dating back to Victorian times, but in the colors of the luxury fashion brand.
The installation is also a golden opportunity to show how far Burberry has come in the field of CSR since the scandal of its unsold items being burned in 2018, which prompted European lawmakers to review their position on the subject. Indeed, the bows decorating the Christmas tree were made from surplus fabric from the House with the equestrian knight. It is also a way of highlighting the strong link between the brand and the Scottish Highlands, where its famous cashmere scarves are made.
In a nod to its famous logo—the equestrian knight—the festive scenography includes giant golden chess pieces in the shape of knights, pawns (shaped like knight’s helmets), bishops, and queens.
Every year since 2009, the Claridge’s hotel has invited creative artists and designers to decorate the Christmas tree in its lobby. Burberry’s creative director, Daniel Lee, is continuing this tradition, which has seen the likes of Dolce & Gabbana and Alber Elbaz (Lanvin) take part.
Outerwear and accessories in the spotlight
For this festive installation, Burberry has not forgotten to showcase its product catalog.
For once, the trench coat features prominently in the London hotel’s annual Christmas bauble. The teddy bear bellboy, Claridge’s mascot, also wears a tartan scarf. This exclusive Christmas bauble is limited to just 300 pieces.
And it’s not the only product designed to attract customers. Burberry is taking advantage of the occasion to set up a pop-up space in the lobby, near the proud Christmas tree, showcasing its trench coat as well as its entire range of outerwear and knitwear. And to tempt shoppers’ wallets, a scarf bar has also been set up, with styles ranging from soft cashmere to silk twill.
Finally, Burberry is making its presence felt in other common areas of the hotel, starting with the front door, where doormen are sporting the famous scarf. The brand’s influence continues at the reception desk, with a tartan pattern visible on the room key rings. The iconic check print finally makes its way into the elevators in the form of wallpaper, as well as plush sofas and cushions installed inside.
Read also > Selfridges kicks off its festive season with The Walt Disney Company
Featured photo: © Burberry
