A 3-D printer sits on the second floor of the installation, creating styrofoam sculptures of the human body.
Photo: Courtesy of Burberry

Burberry’s London Flagship Gets Colossal Art Installation

The brash interactive sculpture spans three stories in the brand's Regent Street store

Amid a flurry of changes for Burberry (a new logo, a new collection of streetwear, and custom furniture have all been unveiled in recent months), the historic British fashion label has also revamped its 26,000-square-foot flagship store in London.

At the heart of the company’s newly renovated emporium is Sisyphus Reclined, a sculpture by British artist Graham Hudson that appears as three stories of scaffolding. Bedecked with plywood, cardboard, and mannequins, the massive installation is completely navigable via a central staircase and is crowned by a ring of 80 cameras can take 360-degree photos. In the middle lies a 3-D printer robot that then creates sculptures of the human body based on the photographs. Meanwhile, an ever-spinning turntable plays music that resonates throughout the sculpture, with no human oversight.

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The top of the brash large-scale sculpture, which nearly reaches the store’s ceiling. Photo: Courtesy of Burberry

The work is just one of the many changes the brand has seen since Riccardo Tisci was appointed creative director in March, when Christopher Bailey stepped down from the position after 17 years in the role. Tisci, who was formerly the creative director at Givenchy, also collaborated with famed graphic designer Peter Saville to create the brand’s crisp, bold new logo and monogram, both of which were announced on the Burberry Instagram last month.

The three-story installation by Graham Hudson sits in the atrium of Burberry’s Regent Street store. Photo: Courtesy of Burberry

Sisyphus Reclined is a continuation of Tisci’s efforts to marry the old and the new and to bring the 162-year-old brand into a new, modern era.

The installation will be on view through October 26 at 121 Regent Street in London.

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