Burberry has announced plans to restore its London flagship at 121 Regent Street and reopen it as Burberry House in autumn 2027.

The store will remain open throughout the phased refurbishment.

The project will bring together retail, archive displays, client services and hospitality.

The Grade II-listed building previously served as an art gallery, cinema and theatre. Burberry moved its flagship there in 2012 after nearly a century on Haymarket.

The refurbishment will introduce the Regent Concept, a store design developed with interior designer Peter Mikic and based on British residential interiors. Burberry plans to introduce the concept across its global store network in phases.

Joshua Schulman, chief executive officer of Burberry, 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.

“Our restoration will also see the return of our iconic ‘Burberrys’ clock, which was displayed outside our 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.”

The Trench Arcade will house heritage and seasonal trench coats, alongside restoration and personalisation services.

The first-floor 1856 Gallery will host rotating displays of archive designs and historical material.

The Drawing Room will provide space for private appointments and aftercare services, while the Knight’s Tale department will house childrenswear.

Restoration work will also reveal original architectural details and return the entrance dome to its golden appearance from the building’s time as a cinema in the 1920s.

Work is scheduled for completion ahead of the autumn 2027 opening.

Burberry’s New Bond Street and Sloane Street stores will also continue to serve customers during the refurbishment.