Built on a high terrain, this new pop-up offers an immersive experience
November 19, 2021: This month, Burberry launched a futuristic fashion pop-up set to premiere in Jeju Island, South Korea. Marking the first immersive experience for the brand, the pop-up will showcase Burberry’s latest outwear collection with silhouettes constructed from the material gabardine, based on a design intention that embodies the iconic fashion conglomerate – ‘Inherent in every Burberry garment is freedom’.
Located on South Shore of Korea and overlooking Sanbagsan mountain, ‘Imagined Landscape’ is architecturally harmonious with nature and technology, built on a mountain-type terrain with glassy reflecting surfaces stretching across far distances.
Visitors to the Burberry pop-up immersive experience will be able to view films by artists Maotik, Cao Yuxi, Lia Jiayu, while browsing a catalogue of creative fashion designs that mark the outwear season - including puffer jackets, trousers and the recognizable Riccardo trench coat.
A social media aspect and food experience have also been integrated into the Burberry presentation – with access to a TikTok QR code which activates an augmented reality lens when scanned, alongside the Thomas Café helmed by pastry chef Justin Lee from JL Dessert Bar.
By weaving art, design and technology, Burberry promises to keep ‘Imagined Landscape’ carbon neutral with the help of a five-year partnership with non-profit organisation Jeju Olle Foundation to limit environmental harm and preserve Jeju Island’s natural beauty and resources.