Burberry Decks Claridge’s in Checks and Brass Bells for the Holidays

CHECK MATES: Burberry and Claridge’s are whooping it up this holiday season with a check-inspired takeover of the hotel’s ground floor and public spaces.

Daniel Lee has decorated the 16-foot tree in the lobby with bows made from surplus Burberry fabric. There are hanging brass bells, inspired by the house’s Equestrian Knight Design, and baubles handmade by a British glassblower.

The tree is also covered in wild foliage and thistle, Scotland’s national flower, a nod to Burberry’s connection to the Highlands, where its cashmere scarves are produced. The colors and textures are meant “to bring the outdoors in, drawing from the beauty of the U.K.’s rich landscapes,” said Burberry.

The top of the tree is adorned with a gold crown, while the base features oversize floor-standing chess pieces, cushions and blankets.

Burberry did not stop with the lobby. Throughout the holiday season, guests and visitors will be welcomed by doormen wearing Burberry check scarves, while a house check pattern also appears on room key holders, as well as in the lift, which has been redesigned with a plush sofa and cushions.

Claridge’s Bar is offering a Burberry cocktail, while holiday trolleys are filled with sweets wrapped in check-covered paper cones.

Burberry has also collaborated with Claridge’s on its annual festive bauble. Each hand-painted design features the Claridge’s Bell Boy Teddy Bear dressed in a classic Burberry trench and scarf. Only 300 baubles will be made, available exclusively in Claridge’s shop.

The brand has also opened a pop-up on the ground floor. It has a Scarf bar, which chief executive officer Josh Schulman introduced to the brand’s stores worldwide.

The bar is offering scarves in cashmere, silk twill and other fabrics in a range of patterns, colors and textures.

There is also a selection of Burberry products, including the house’s latest outerwear, heritage rainwear and knitwear and small leather goods and bags. The pop-up extends to a window display by Claridge’s entrance.