Burberry has unveiled its London flagship store, the first to feature the luxury brand’s new global design concept.

Designed in collaboration with renowned architect Vincenzo De Cotiis, the three-storey flagship on Sloane Street “twists classism as rules become skewed, juxtaposing brutalist elements with luxurious materials to create a distinctly modern feel”.

‘Our new flagship store at Sloane Street is a manifestation of all that is Burberry: authentic, bold, elevated, with creativity at its core,” said Marco Gobbetti, CEO of Burberry.

Burberry Sloane Street’s design features the brand’s signature pattern and colours – beige, black, white and red – incorporated with a variety of textures including concrete, ceramics and high-gloss finishes.

“This is a story about a home, Burberry’s new home,” said De Cotiis. “An open and welcoming place, prolifically rich in detail. We wanted to create a domestic shell, a home where art, culture and people move through intelligent and elegant modernity. The place is a portrait.”

The ground floor has a standalone framed square unit that highlights seasonal displays. This floor also houses a full range of Burberry’s accessories, key bag styles as well as a range of small leather goods including wallets, card cases, belts and pouches for men and women. A small area is dedicated to the house’s signature trench coat.

The first floor is designed for womenswear with beige carpet, repeated use of mirrors and sculptural seating areas, with the second floor dedicated to menswear, using different elements such as white terrazzo and polished stainless steel.

The new global design is set to be rolled out at three more new flagship stores during the next year – at Shanghai’s Plaza 66, Rue Saint-Honore in Paris and on London’s Bond Street.