Throughout February, Harrods will host an exclusive activation that will see the entire exterior of the department store illuminated in Burberry’s Knight Blue, while an immersive space inside will pay homage to the British luxury brand.

To celebrate Harrods’ 175th anniversary, Burberry is enhancing the quintessentially British heritage of both brands with creative director Daniel Lee’s signature blue in a true takeover.

For a month, the store’s entire staff will ditch their famous green uniforms in favour of spring 2024 Burberry’s ‘Knight Blue’ patterned uniforms. Inside, the brand has created a special space dedicated to the “heritage of exploration”, a value that unites the two partners. Inspired by the outdoors, a capsule collection of 40 items including menswear, womenswear and accessories will be on display throughout the month.

The activation also includes a digital twist: Burberry invites the global Roblox community to explore the digital extension of Burberry at Harrods on the platform, where the façade has been recreated and a virtual pop-up store features colours and prints inspired by the interior of the physical takeover.

Tents, camping chairs and plaid platforms become trampolines for visitors to explore the pop-up. Users can style their avatars by purchasing digital Burberry items influenced by the physical capsule collection, including scarves, hot water bottles and horse-shaped carabiners for use on the platform.