BURBERRY KNIGHT BAR
Burberry arrived in New York for the holidays in the winter of 2023, as part of a global initiative street takeover series.
To celebrate the season, Burberry opened the Knight Bar – a temporary takeover of the iconic Temple Bar in NoHo (Lower Manhattan). For seven days in November, Burberry's takeover included a decorated space in a new red check and served a menu curated by Norman’s – a North London café renowned for its British dishes.
Neighboring the Knight Bar in NoHo was a unique window installation that drew inspiration from a London street, decorated in the new red check, bringing a touch of Britishness to the city.
The Knight Bar takes inspiration from Burberry’s past and present, celebrating the launch of the Knight bag by Daniel Lee for Winter 2023 and the newly refreshed Equestrian Knight Design – an icon of the house since 1901.
The Knight Bar took place from 10th - 16th of November.The experience:
Window installation, media billboards, and street art for a full street takeover in Noho across from Temple Bar
QR codes in stores, on billboards and elements within Temple Bar to drive new client acquisition1 VIP celebrity/press party with 150 guests to kickoff the takeoverLineup of 3 DJs during the private party: DJ Holographic, DJ Moodyman, and DJ Carl Craig
2 top client private events for 100 top clients (Burberry + Wholesale clients) to enjoy the experience7 days of open reservations for the public to enjoy the experienceDecor included: Burberry red check carpet and branded elementsSpecial menu curated by British Cafe Norman'sBurberry curated playlist
The results:
Total of 2,032 public guests attended the Knight bar over the 7 day takeover25% increase in NY Burberry store sales over the takeover231 QR code usage for new client data capture1.2M in paid social impressions41 press coverage pieces, earning 181M in reach (publications such as WWD, Vogue, Haper's Bazaar, W, The Cut)
Party Results150 Guests in attendance: Daniel Lee, Missy Elliot, Gabrielle Union, Taylor Hill, Karlie Kloss, Cara Delevingne, Daniel Caesar, and many more78M in VIP social reach
1M in EMV from VIP party
