Burberry goes on a polar expedition in new Selfridges pop-up

By

Barbara Santamaria

Published
Mar 3, 2020

Burberry is the latest fashion house to use the Selfridges Corner Shop to host an immersive installation, following in the footsteps of Gucci, Fendi and Prada.

Fendi staged an exclusive kiosk, Gucci covered the space with disco balls and curtains of pink angel hair tinsel, and Prada built a giant yellow tent as part of a camping-inspired concept.

Arriving this week until 29 March, the Burberry pop-up celebrates the fashion house’s rich history in discovery and exploration by creating an abstract snowspace, complete with custom-built sleds, Burberry silk-scarf sails and silver mirrored cubes.

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The brand said the exploration theme goes back to a time when its protective gabardine was favoured by polar pioneers like Sir Ernest Shackleton, who wore the brand on his historic polar expeditions.

The installation and windows also pay homage to the animal kingdom, a narrative that also appears in the Spring Summer 2020 collection. Penguin sculptures can be brought to life through an augmented reality experience, introducing a tech element to keep visitors entertained and create buzz on social media. Accessed via dedicated QR codes, visitors can take a screenshot or a video of themselves with the penguins to share with their online followers.

The pop-up houses an assortment of accessories from Burberry’s Spring/Summer 2020 collection including The TB Bag, hats, scarves and small leather goods. Limited-edition accessories including quilted Lola bags in dark pine green and Selfridges yellow, water bottles, phone cases and socks are all available to shop in store and online until the end of the month.

Visitors can also pick up an exclusive Burberry sticker and poster created specifically for the immersive event. Once activated through the QR codes, the sticker will provide access to the AR experience anywhere in the world.