Burberry has chosen Marble Arch as the prime London location to debut and showcase its new brand with new Chief Creative Officer Riccardo Tisci at the helm. The 10 meter tall inflatable Burberry Bear covered in Tisci’s new brand logo – the interlocking and repeated monogram of Thomas Burberry, the founder of Burberry – will stay inflated at Marble Arch for the duration of London Fashion Week 14-18 September 2018.

We’re very proud that Burberry has chosen Marble Arch as the location for its London Fashion Week Thomas Burberry Bear, a part of its global rebranding campaign under the new tutelage of Chief Creative Officer Riccardo Tisci with a similar bears in New York and Shanghai, on beach umbrellas in Shelter Island NY, trams in Hong Kong, a facade in Seoul and black cabs in London.

In February, former creative director Christopher Bailey stepped down and this September, it is said that one of the most hyped and widely discussed highlights of London Fashion Week will be the unveiling by new creative direction of Riccardo Tisci, the former creative director at Givenchy.

Tisci, who joined Burberry fashion house in March, is creating a “new era” for heritage brand Burberry by created a new logo, monogram, and minimalist font designed by Peter Saville.

Choosing Marble Arch as the prime location within London, Burberry’s home, to showcase this new era and cements the area’s progressive and evolving identity, particularly the space around Marble Arch as an area of gathering, events and global recognition.