Burberry opens immersive, polar expedition-themed experience at Selfridges

Burberry Selfridges

Burberry is the latest brand to take over the Corner Shop pop-up space at the Selfridges Oxford Street flagship with an immersive, polar expedition-themed experience.

The installation runs until 29 March and was inspired by the British luxury house’s rich history in discovery and exploration and harks back to a time when when Burberry’s protective gabardine was favoured by polar pioneers.

To evoke the theme the brand has created an abstract snowspace with expedition sleds featuring Burberry silk-scarf sails contrasted with silver mirrored cubes.

Animals, which have been adopted by chief creative officer Riccardo Tisci as a new house code, are also a key feature with penguins that can be brought to life through an augmented reality (AR) experience.

Accessed via dedicated QR codes, visitors are able to take a screenshot or a video of themselves with the penguins and share on their social platforms.

Burberry Selfridges
The TB Bag on a Burberry sled

The space sells a limited edition range of accessories including quilted Lola bags in dark pine green and Selfridges yellow, water bottles, phone cases and socks, which are also available online until the end of the month.

An assortment of accessories from Burberry’s Spring/Summer 2020 collection including The TB Bag, hats, scarves and small leather goods are also on offer.