{"id":165732,"date":"2020-03-03T18:53:00","date_gmt":"2020-03-03T18:53:00","guid":{"rendered":"https:\/\/www.theindustry.fashion\/burberry-opens-immersive-polar-expedition-themed-experience-at-selfridges\/"},"modified":"2021-08-06T12:04:53","modified_gmt":"2021-08-06T12:04:53","slug":"burberry-opens-immersive-polar-expedition-themed-experience-at-selfridges","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/burberry-opens-immersive-polar-expedition-themed-experience-at-selfridges\/","title":{"rendered":"Burberry opens immersive, polar expedition-themed experience at Selfridges"},"content":{"rendered":"
Burberry is the latest brand to take over the Corner Shop pop-up space at the Selfridges Oxford Street flagship<\/strong> with an immersive, polar expedition-themed experience.<\/p>\n <\/p>\n The installation runs until 29 March and was inspired by the British luxury house's rich history in discovery and exploration<\/strong> and harks back to a time when when\u00a0Burberry\u2019s protective gabardine was favoured by polar pioneers.<\/p>\n To evoke the theme the brand has created an abstract snowspace with expedition sleds featuring\u00a0Burberry silk-scarf sails<\/strong> contrasted with silver mirrored cubes.<\/p>\n 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<\/strong> through an augmented reality (AR) experience.<\/p>\n 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.<\/strong><\/p>\n