Burberry models Kate Moss and Cara Delevingne have unveiled the brand’s creative concept for the windows, façade and atrium of the Printemps department store on Boulevard Haussmann in Paris for the festive season.
The collaboration, uniting the Christmas spirit and traditions of London and Paris, celebrates Burberry’s heritage, innovation, music and British weather alongside Printemps’ values of Parisian elegance, creativity and a sense of sharing.
Told across 11 windows, ‘The Magical Christmas Journey by Burberry’ is the story of a little boy and his teddy bear, who go on a journey from the Burberry flagship store at 121 Regent Street, London, to the Printemps department store in Paris.
The windows feature a cast of handcrafted puppets (the little boy and his teddy bear, the little boy’s friends and Busby characters exclusive to Printemps) - all wearing versions of the Burberry limited edition Printemps collection
Scenes from the journey include
Leaving London: A snowy London night. The little boy and his teddy bear leave the Burberry 121 Regent Street store, setting off on their magical festive adventure.
Over the Countryside: Flying over the English countryside, the little boy and his bear pass over a steam train stacked with presents and snowy mountains of Burberry Bloomsbury bags.
Crossing the Sea: Crossing the English Channel in stormy weather on an upturned Burberry umbrella
The Train of Gifts: Dropping into a steam train to help the wooden Busby puppets sort the Christmas gifts on their way to Paris.
Arriving in Paris: In a magical upside-down Paris scene, they descend over the iconic Printemps building
Magical Printemps: The boy and his bear come in to land on a floating snowscape of the Printemps building.
The Christmas Tree: Presents are placed under an illuminated Christmas tree, among a miniature world of snow-covered houses, landmarks and accessories.
Christmas Umbrellas: The boy’s upturned umbrella, revolving and filled with gifts.
The Christmas Choir: The boy plays rock star on the Parisian rooftops joined by puppets in limited edition Burberry designs.
The Christmas Table: A snowy scene with a floating dining table, set for the festivities, surrounded by mannequins in Burberry evening wear and umbrellas filled with gifts.
Using their smartphones, visitors are able to digitally immerse themselves in the festive window experience and interact with individual window scenes. Audiences can control their own vantage points, create their own bespoke user journey and, through 14 built-in cameras within the windows, send images directly to their handset.
The unveiling also launched the exclusive Burberry collection of limited edition pieces, designed for Printemps including ready-to-wear, trench coats, accessories, special gifts and collector’s items all of which feature in the windows. The collection also offers Burberry Beauty gifts including the new My Burberry fragrance with a hand-tied red gabardine knot and make-up box sets.
Pictures © Burberry.