An iconic British luxury brand, Burberry has been a leader in the fashion industry for decades. Consumers are drawn to the brand's simple sophistication as well as the distinctive check pattern the company has become known for. To maintain it's position as a prominent international brand, Burberry underwent a global transition in the early 2000's led by Burberry's Chief Creative Officer, Christopher Bailey. One of the initiative's core strategies was to expand Burberry's global reach and presence using it's flagship properties.
For Burberry's Chicago flagship location, located on busy Michigan Avenue, the building design matched Burberry's new brand strategy: modern-meets-heritage. Christopher Bailey played a key role in designing the structure, "What we’re trying to do is bring this kind of beautiful, architectural side of Burberry to a pretty incredible part of the city and, in a way, immerse it in a bit of Britishness that also feels quite modern". The building's stunning decorative glass facade plays with the scale of Burberry's signature check, recreating the pattern in illuminated, three-dimensional forms.
For Burberry's Chicago flagship location, the stunning decorative glass facade plays with the scale of Burberry's signature check, recreating the pattern in illuminated, three-dimensional forms.
With over 16,000 square feet of retail space, the Burberry Chicago flagship location is the brand's largest store in the US. Due to it's immense size, Bailey states "It’s the biggest glass building we’ve ever done, which hopefully allows for light and transparency, which we love, but also makes you feel a sense of intimacy". To achieve the desired aesthetic of a "glowing" black glass facade, Goldray Glass needed to think outside of the box. Our R&D team performed tests using varying layers of black ceramic frit to find a solution that provided the desired light transmission and depth of coverage. To complete the look, the check pattern was recreated using metal and illuminated with LED lights, casting a glow on the black glass below.
Bailey explains the choice of location, “We were very lucky with this site,” he says. “It’s allowed us to create something that is architecturally interesting and also has a modern point of view. It feels like just the right place and the right moment to set down some roots.”