Dezeen Magazine

Burberry wool installation by Tom Atton Moore

Tom Atton Moore reinterprets imagery of knights and flora with hand-tufted Burberry installations

British artist Tom Atton Moore has created hand-tufted textile installations totalling over 80 square metres for British fashion house Burberry's Paris showroom and Rue Saint Honoré store.

The installations, which were commissioned by Burberry for its Paris showroom and Rue Saint Honoré store windows, were unveiled following Burberry creative director Daniel Lee's debut collection for the British fashion house in February.

Photo of the installation by Tom Atton Moore
Tom Atton Moore created the installation for Burberry

Tom Atton Moore, a London-based artist and designer who works across textile mediums to create hand-tufted artworks, often draws inspiration from nature and creates amorphous shapes and irregular patterns by collaging personal images together.

For the Burberry installation, he looked to the house's recent rebrand and incorporated various imagery of the newly revealed equestrian knight logo as well as portrayals of classic British flora.

Photo of the woven installation by Tom Atton Moore
Textile pieces were displayed in Burberry windows

"I was originally contacted about the windows of the Rue Saint Honore store in Paris," Atton Moore told Dezeen. "Daniel was looking to do something with textiles in the window display and it began there. The project led to doing a piece for the Paris showroom."

"In fact, part of me feels that I slightly manifested this; I had followed Lee’s work at Bottega a lot – his collections always felt like contemporary art. I specifically loved how he constructed the materials for the clothing."

Photo of the textile pieces in the Burberry store
The pieces were made using wool

Atton Moore started the project with a series of colours that Lee proposed for his upcoming collection, which was presented during London Fashion Week.

"Daniel's vision for Burberry was to bring its heritage back into the brand through the introduction of colour," said Atton Moore.

"I was given potential colours for the show and then I edited these down to the colours that I thought felt right together."

Interior photo of the Burberry store
It is located in Burberry's Rue Saint Honoré store

"It was also important for me to include the heritage of the brand throughout the pieces that I made through imagery," he continued.

"The brand began using its original logo; the equestrian knight and this was important for me to include without it being completely obvious."

"The logo was inspired by 13th and 14th-century armour on display at the Wallace collection. Using this and various images of equestrian knights I collaged them with classical British flora."

In the windows of the Rue Saint Honoré store, hand-tufted pieces were suspended front and centre. These were made from wool in muted tones, including blue, red, green and purple, and designed with varying pile heights to create a tactile and textural finish.

Each of the suspended window pieces has a mirror copy on the other side, ensuring the underside of the pieces is not visible. Floor pieces extend from the windows across the interior of the store and mimic the growth patterns of plant life.

Atton Moore used 100 per cent wool yarn for the pieces, which were custom-dyed to achieve Lee's preferred colours.

Tom Atton Moore's installation for Burberry
Atton Moore drew on imagery of British flora and knights

The artist also covered Burberry's showroom in sprawling hand-tufted textile pieces, crafting an almost five-by-two-metre wall piece that was paired with a six-and-a-half by four-and-a-half metre floor piece.

The installation wrapped around two large columns in the showroom and extended across the floor toward a window that frames views of the Eiffel Tower.

Detail image of Tom Atton Moore's installation for Burberry
Wool in contrasting hues were combined

"For the showroom, it was very important for me to create an overpowering environment by filling the space with the new colours of the brand to feel like you were stepping into the world of the new Burberry," Atton Moore said.

"The showroom is a very tricky space as it had columns right in the location where the piece would be. I usually sketch my designs by hand but this project required a lot of technical drawings to make sure the rug fit perfectly."

Photo of the textile piece
The installation covered the walls and floor of the showroom

Earlier this year, Burberry covered natural settings with its iconic check pattern using milk-based paints and flowers in the Canary Islands and South Africa.

In Tel Aviv, KOT Architects recently unveiled a showroom it designed for fashion house Dior, which it imagined as a welcoming home with a cosy and inviting ambience.

More images

Burberry wool installation by Tom Atton Moore
Burberry wool installation by Tom Atton Moore
Burberry wool installation by Tom Atton Moore
Burberry wool installation by Tom Atton Moore
Burberry wool installation by Tom Atton Moore