Burberry is returning to the China International Import Expo in Shanghai for a sixth consecutive year, building its presentation around London streets and 170 years of the house. A Tower Bridge installation anchors the showcase, joined by kiosks based on traditional London newspaper stands.
In its November 6 company announcement, Burberry says the exhibition brings together its signature cashmere collection and motifs from Winter 2026. Visitors can also discover Burberry 170, a collectible zine created for the anniversary.
The display puts the brand’s home city alongside products and printed storytelling. Tower Bridge supplies the architectural reference, while the kiosks and zine give the anniversary an editorial format. That combination carries Burberry’s London identity into the Shanghai exhibition without separating its heritage story from the current seasonal collection.
