Burberry Makers House
11:51
“Our exciting collaboration with The New Craftsmen nods to both the design heritage that is so integral to Burberry and to some of Britain’s most exciting creators and their work.” – Christopher Bailey
The Burberry Makers House combined traditional exhibition with immersive workshops and insider knowledge of the brand and it’s heritage, creating a whole new approach in giving a personal experience to every visitor. Following the September RTW 16 collection, the exhibition aims to give context to the garments and where the ideas originated, as well as displaying the high quality craftsmanship that goes into Burberry leather and tailoring.
The entrance to the exhibition is just off of the bustle of Tottenham Court Road, which is sign posted by large illustrated hands pointing you in the right direction, already making the pop up seem like a special event. You enter into a serene green garden, complete with white marble statues and fairy lights. The elegance and sophistication associated with Burberry is apparent in every aspect of the design. Although there was no entrance fee, the small courtyard felt like a private event. Perhaps this was due to the lack of traditional exhibition layout; the fact that you were free to eat and drink at the garden tables, or examine every detail of each garment, as there was no pressure from staff to move at a fast pace. The lax attitude made it the perfect place for getting numerous instagram photos standing around the scattered marble sculptures, making anyone who isn’t there feel like they’re missing out on an individual experience.
The concept of showing an entire collection not soon after the catwalk show is an interesting idea. Christopher Bailey is one of the forerunners to the ‘see now buy now’ marketing idea which is yet to prove itself as being successful. However, giving consumers the chance to get up close with the garments in the Burberry world created in the exhibition, is more than likely to increase business. Me and my friends found ourselves saying “I would buy that/that would look great with..”, showing that the quirkier styling Bailey is only just beginning to explore does get people talking.
The 70s carpets and Rococo style colour palette were extremely reminiscent of Alessandro Michele’s Gucci, but that in itself has created one of the only new and exciting trends of the past year, so it’s no surprise Bailey is getting involved too. The silk robes and pyjama shirts exude classical nonchalance, while the structured arran knit jumpers allow the collection to channel the British Prep look that Burberry is so well known for.
Unfortunately I wasn’t able to attend Chanel’s recent Mademoiselle Prive exhibition at the Saatchi Gallery, so I can’t compare the two. However, from the photos I’ve seen online, Mademoiselle Prive seemed a lot more traditional in the sense of structure and order, yet conveyed Chanel’s aesthetic through the interior design, as did Burberry. After visiting the pop-up, I was left with a new found respect for Christopher Bailey and what he’s accomplished for the brand, as before visiting Makers House I was neither amazed nor disappointed with his collections. Now i’ve had a deeper look at the brand’s concepts and attention to detail for the consumer, I’ll be keeping more of an eye out for Bailey’s next collection, which i’m sure is exactly what the curators of the exhibition hoped would happen.
all images are my own
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