HOLIDAY FUN: Burberry is set to be the first British luxury label to partner with French department store group Printemps on its festive celebrations, when their holiday collaboration, called “The Magical Christmas Journey by Burberry,” is unveiled in early November.
Burberry’s creative concept for Printemps’ holiday period will “bring together the Christmas spirit and traditions of London and Paris in a playful celebration of the season,” Burberry and Printemps said. The concept’s narrative will follow a child who travels with his teddy bear from Burberry’s London flagship at 121 Regent Street to Printemps, with the theme to showcase Burberry’s heritage, innovation — and its affinity for music and the British weather — along with Parisian elegance and creativity. The collaboration will be showcased in Printemps’ flagship Boulevard Haussmann store in Paris, along with its Printemps Louvre store, which will house a Burberry pop-up store. And in a first for Printemps’ holiday partnerships with a design house, the Burberry concept will appear across its regional stores in France, with the collaboration to be present in all Printemps’ 18 stores.
In the Boulevard Haussmann store, the Burberry concept will take over the store’s atrium, its windows and the store’s facade. The windows are expected to showcase Burberry’s take on the animated puppets that are traditionally a part of Printemps’ holiday creations. And the windows will also spotlight an interactive digital experience, which will allow visitors to control elements of the windows using their smart phone. Another element of the partnership will be a limited edition Burberry collection, which will include ready-to-wear, accessories, special gifts and collectors’ items, designed around themes such as ‘The English Rose’; ‘The Punk’ and ‘The Pillar Box.’ In addition, Printemps will carry exclusive Burberry Beauty gifts, such as the new My Burberry fragrance with a red gabardine knot around its box and a “Colors of London” make-up box set.
Burberry had previously partnered with Printemps in summer 2013, when the store held its “London Mania” event. At the time, Burberry opened a pop-up store dubbed “Burberry Loves Printemps,” which carried exclusive men’s and women’s products.