Luxury fashion house Burberry partners with The Newt in Somerset for a high-style summer takeover – complete with branded golf buggies, checkered croquet lawns and an exclusive wellness retreat perfect for work-hard, unwind-hard professionals.
In the ever-competitive game of summer branding, Burberry may have just secured checkmate. The British fashion house has launched its most ambitious seasonal activation to date this time taking over The Newt in Somerset, arguably the UK’s most luxuriantly pastoral address.
Set on a 2,000-acre estate that would make Capability Brown weep with joy, The Newt isn’t just another countryside escape. It’s a finely tuned fusion of farm, manor and wellness sanctuary now dressed head to toe (or root to rooftop) in a custom-developed green Burberry check. Because if you’re going to unwind from back-to-backs and business lounges, it might as well be somewhere that makes a branded croquet lawn look effortless.
Among the touches: mint plaid-upholstered terrace furniture, Burberry-branded golf carts (licenses required, sadly no chauffeurs), and a wellness spa that delivers everything short of actual enlightenment. Oak-beamed treatment rooms, a halotherapy suite, and a sauna with full-frontal fern views mean you can finally sweat it out in style without booking a flight to Helsinki.
Naturally, there’s a poolside edit of Burberry swimwear to go with the loungers. And if you’re more picnic than plunge, opt for one of the check-lined hampers stocked with estate-grown fare. British gusts? No problem. Cosy blankets are supplied to stave off any breeze that might blow in from the hedge fund market.
The showstopper, however, is the croquet lawn — painstakingly mowed into a Burberry check and best admired from above via a fully-branded hot air balloon. It’s a literal high point, perfect for contemplating the balance between profit margins and pastoral pleasures.
For business travellers craving something beyond the usual boardroom-back-to-hotel loop, don’t forget your racquet or your camera.