HBC sees Burstell engaged in bringing innovative concepts to all of its divisions.
A product and marketing executive at Yves Saint Laurent, he will take over Isabelle Guichot's role.
The material girl and fashion photographer debuted their new art project on Tuesday.
The store hosted the San Francisco Ballet School on Tuesday.
The artistic director of Marie Claire will pull double duty and oversee the creative staff of Town & Country.
Williams, who previously worked with Louis Vuitton and Nigo on an eyewear line launched in 2005, hinted a collaboration with Google Glass was next.
Mario Boselli said he hopes Reeve will be operative by the end of the year.