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Burberry launching global pop-up series and Snapchat VR experience

Tom Shearsmith
09 September 2020

Burberry is to launch a series of worldwide pop-ups to celebrate some of its signature bags and accessories, as well as launching itself into gaming via Snapchat.

Since joining Burberry, Chief Creative Officer Riccardo Tisci has reinterpreted the brand’s rich heritage, reinvigorating many of its house codes – including the Burberry animal kingdom code.

Thomas Burberry chose to represent his company with an emblem of a knight on a horse. For his family crest, he chose a unicorn. Tisci has built on this history by developing and evolving new animal prints and motifs each season.

The pop-ups feature large-scale sculptures of monkeys, gorillas and birds of paradise, inspired by Thomas and Riccardo’s recognition of the power and symbolism of animals.

Building on the house’s history of innovation and creativity Burberry has partnered with Wildlife Works to make the pop-ups carbon neutral.

The selection of products includes exclusive editions of signature Burberry leather goods, including the Pocket Bag and the TB Bag. The exclusive pieces also include silk scarves, card cases and jewellery.

To support the global launch of its accessories pop-ups, Burberry has partnered with Snapchat to release an in-store gamified experience.

By scanning the Snapcodes embedded in the pop-ups, players will be transported into the world of Burberry’s Animal Kingdom and see the animals around them come to life.

The Animal Kingdom Snapchat experience offers a new canvas for social storytelling, allowing Snapchatters to create their own content to share on their social channels.

Last Week it was confirmed Burberry had been handed more than half a million pounds to make PPE equipment for the NHS.

The retailer had previously announced it would donate 100,000 items to healthcare workers back in April and was singled out for praise by Health Secretary Matt Hancock.

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