Burberry's latest "Imagined Landscapes" pop-up comes to Selfridges
Burberry's latest "Imagined Landscapes" pop-up has launched in department store Selfridges to market the brand's outwear collection.
The pop-up is one of a series of global temporary stores inviting visitors to discover the latest iterations of the brand's outerwear collection including its iconic trench coats.
The Selfridges pop-up carries a selection of exclusive styles, including casual shirts and knitwear and features images of the label's outerwear campaign depicting scenes in the British countryside and audio of birdsong.
The "Imagined Landscapes" pop-up series was inspired by the brand's first immersive brand experience in Jeju Island, Korea, where it built a large, "mirrored structure" which explores the brand's "pioneering spirit and connection to the outdoors."
The pop-up experiences that have since launched invite visitors to join the luxury brand on a "global journey of discovery" as it showcases its "trench, coat and jacket silhouettes in a series of inspirational pop-ups that blur the line between nature and technology."
A video of an "Imagined Spaces" pop-up in Paris' Galeries Lafayette, published on the Burberry website, showed how the brand added a digital layer to the in-store experience, although it did not make this available at Selfridges.
In Paris, visitors could scan a QR code that allowed them to unlock "digital gifts to celebrate the new outerwear campaign", which consisted of an exclusive Instagram filter, GIFS and phone wallpaper.
The brand described the Instagram filter as a way for users to blur "the lines between reality and fantasy, pause and interact with nature," by adding an AR layer to their Instagram stories that emulates the sight and sound of rain falling. The second digital gift, GIFS, were accessible via Instagram and on the GIPHY.com website. Lastly the brand gave users access to phone wallpapers depicted images of the brand's outerwear campaign.
The Selfridges pop-up will remain open until 16 January 2022 and is additional to the brand's existing concession in the department store.
Previous pop-ups in the series launched in Tokyo, Seoul, Hong Kong and Los Angeles, with one more pop-up in Troy, USA remaining open until 31 December.