Both China and Burberry are in turnaround mode and the UK luxury fashion house is hopeful the country’s rebound will help its own.

The London-based business’s latest retail flagship venture has opened on Sanlitun Road, Chaoyang District in Beijing. 

Set across three floors, the space is inspired by London architecture and the dynamic area of Sanlitun, an outdoor district and shopping destination in the capital. 

A modern take on classic luxury, the store is also “an opportunity to explore Burberry’s storied heritage through its design touches”.

The store features oversized windows that flood the space with sunlight. Materials include natural stone inspired by British limestone, while a staircase with a metal balustrade is reminiscent of the cast iron railings found on London streets, referencing Burberry’s roots in the city.

Stone counters — the first to be featured in a Burberry store in Mainland China — are contrasted with tufted rugs, checked and brightly coloured in, bringing a sense of warmth to the store. 

As a nod to the energetic surrounding area, there are two neon Equestrian Knight Designs on the pedestrianised west facade of the store, and a smaller one on the east facade. Under Daniel Lee’s creative direction, the refreshed Knight “remains a significant source of inspiration”, appearing on prints, bag hardware and jewellery.

On the ground floor, the store features a new scarf destination, including a bespoke monogramming service, where up to three initials can be stitched onto a cashmere scarf in an array of colours.

The ready-to-wear pieces throughout the store are grounded in Burberry’s core values of “protection, functionality and enduring style”. Outerwear pieces such as the parka, shearling coat and quilted barn jacket, from the recent ‘It’s Always Burberry Weather’ campaign, are available alongside the brand’s Heritage Trench Coats such as the Kensington, Chelsea and Waterloo.

The store also features a selection of homewares, including wool cushions and blankets detailed with the Equestrian Knight Design, and a festive gift stocking woven with a seasonal check and detailed with a leather strap and a festive detachable bell.