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The aim of this half-commercial, half-experiential communication operation is to “celebrate the art of discovery and exploration in cities around the world”.<\/p>\n
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This new street marketing strategy comes just a few weeks before London Fashion Week, and just a few days after the launch of the first collection signed by its new artistic director, Daniel Lee.<\/p>\n
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Like Phil\u00e9as Fog, the impetuous and ambitious hero of Jules Verne’s Around the World in 80 Days, Burberry is preparing for an international tour of the planet’s greatest cities<\/strong>, starting with London.<\/p>\n <\/p>\n An understandable starting point, highlighting its British roots<\/strong> as well as its anchorage in the capital and its suburbs.<\/p>\n <\/p>\n For the occasion, Burberry will be lending its colors to Norman’s<\/strong>, a North London caf\u00e9 renowned for its British cuisine. An event is scheduled for September 13. During London Fashion Week<\/strong>, a traveling Norman’s food truck will be making appearances on the Strand and in Duke of York Square.<\/p>\n <\/p>\n The symbols of the British House will be present in many places in the capital<\/strong>, with flags featuring the new pink print<\/strong> flying over Bond Street, while screens in Piccadilly will present the video campaign for the Autumn-Winter 2023 collection.<\/p>\n The “Equestrian Knight”<\/strong> – the historic logo and ubiquitous motif of Daniel Lee’s collections – will also be visible in the form of chalk stencils on paths and in parks<\/strong>. But also on Black cabs<\/strong>, London’s famous black cabs, adorned with Daniel Lee’s pink motif.<\/p>\n <\/p>\n Entitled “Burberry Streets”, the initiative will feature experiences, installations and events in carefully selected cities.<\/strong><\/p>\n <\/p>\n This long-haul journey will take the emblematic knight and his faithful steed in blue or pink versions to other world cities such as Seoul, South Korea, and Shanghai, China<\/strong>, in October.<\/p>\n <\/p>\n <\/p>\n According to the press release, these upcoming events will “[fuse] the brand’s avant-garde vision with its rich heritage<\/strong>, bringing modern British luxury to life in new and innovative ways”.<\/p>\n <\/p>\n It will also be an opportunity for Burberry to showcase the brand’s signatures<\/strong>, such as the seasonal checks in Knight Blue, the blue and pink print and the recently redefined Equestrian Knight design.<\/p>\n <\/p>\n\n<\/p>\n \t\tSetting the House’s symbols and icons in motion<\/h2>\n