# The Intimate Home of Craft & Character

> Brand strategy and identity for Burlington Arcade — London's iconic 19th-century Mayfair arcade, reimagined for a new era of luxury retail.

- Client: Burlington Arcade
- Services: Strategy, Design, AI & Innovation
- Sectors: Retail & Commercial, Destination & Placemaking
- Locations: Europe

Burlington Arcade has long been a landmark retail destination, home to exquisite accessories, one-of-a-kind luxuries, and enchanting installations for over 200 years.

However, under previous ownership the arcade had lost its way, and a new north star was needed to attract the right tenants and visitors once more, as well as re-establish it as a true reference point for London luxury retail.

Noë & Associates were tasked with defining who the right tenants are, attracting them through a compelling new brand positioning, narrative, and identity, and restoring the love for a heritage destination unlike any other.

Drawing on the arcade’s rich heritage, we designed bespoke frames for each ‘house,’ reflecting the distinct personality of every boutique. These frames evolved into a versatile graphic system, forming the foundation of the brand’s visual language.

Framed Distinction

Burlington Arcade's website combines timeless elegance with modern design, highlighting luxury boutiques and exclusive offerings. With intuitive navigation and responsive functionality, it seamlessly showcases the arcade’s rich history, current events, and high-end shopping experience, providing visitors with an effortlessly refined online journey that mirrors the physical space’s sophistication.

Curated Luxury, Online

---

Source: https://noeassociates.com/projects/burlington-arcade
Site: Noë & Associates