From Somerset to Ibiza: Burberry Expands Experiential Luxury with New Collaborations

Burberry brings its vision of the British summer to Ibiza with a visual display. The luxury fashion company has launched a collaboration with The Standard, a hotel located in the heart of the city, in which it has redecorated its rooftop with elements linked to the brand identity.

Until October, the hotel’s upper space will be covered with the Burberry aesthetics reinterpreted in warm yellow, present in umbrellas, sun loungers and cushions. The logo of the firm presides at the bottom of the pool, while in the lobby a photo booth with the same design has been installed.

The experience also includes a product pop up, with seasonal garments and accessories such as swimwear, bags, sunglasses or footwear, available for purchase at the hotel. In addition to this, weekly cocktail sessions are held at the Up bar with guest DJs. From the heights of the hotel, you can see the Check Mate, a boat of the brand that sails along the coast of Ibiza with the graphic codes of the Burberry universe.

Burberry brings its iconic print to the heart of Ibiza with a holiday experience

The brand aims to consolidate its experiential presence in key destinations through music culture, high lifestyle and the inclusion of fashion in the world of leisure. These initiatives are in addition to the latest campaign launched entitled Festival, which celebrates the brand’s British heritage with ambassadors such as Liam Gallagher, Cara Delevingne and Alexa Chung.

“Burberry is at the center of the summer calendar and at the same time a medium for creative expression and the uniform of choice for festival-goers,“ said the brand’s creative director Daniel Lee.

The Ibiza action follows another collaboration with The Newt, an estate with a luxury hotel and spa in Somerset, England, where the brand has redesigned visual elements and furnishings of the facility with a customized version of its print to pay homage to the craftsmanship, style and outdoor pursuits of the British heritage.

In its latest financial year (ended March 29), Burberry posted an operating profit of £26 million ($34.8 million). However, turnover plummeted by 17% to 2,461 million pounds ($3,301.8 million), while comparable sales slumped by 12%. Despite this, the company managed to beat market forecasts and close the second half of the year in positive territory.