The refurbished store will be the first to showcase a new, more intimate interior design concept developed with Peter Mikic. It will also house the "Burberrys" clock, which was formerly displayed outside the brand's Haymarket headquarters in London.

LONDON — Burberry‘s Regent Street flagship will undergo a major transformation next year that will take it beyond retail into a space meant to highlight the brand’s history, culture and creativity and offer visitors immersive experiences — as well as a cup of tea and a scone.

The store is being recast as “Burberry House,” and will bring together the collections, heritage, culture and hospitality offer under a single roof. The store will be the first to showcase the new Regent Concept, Burberry’s new global store design language, created in collaboration with the interior designer Peter Mikic.

The concept is inspired by “the warmth, elegance and familiarity of the British home,” and aims to unite “traditional craftsmanship, contemporary design and unexpected details, creating a more personal and welcoming approach to retail,” according to the brand.

Joshua Schulman, Burberry’s chief executive officer, said: “We are delighted to be restoring and reimagining our iconic Regent Street flagship as Burberry House. An immersive destination, it will bring together experiential, archival and hospitality elements to create a place of discovery and inspiration.”

He added the restoration will also see the return of the famous “Burberrys” clock, which was displayed outside the brand’s nearby Haymarket headquarters and store for decades.

“As we bring the timepiece to its new home on Regent Street , we look forward to welcoming people to meet once again under the clock, discover Burberry House and enjoy a truly special experience,” Schulman said.

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