Ssense takes over Burberry’s Michigan Avenue store
The partnership explores the connections between ecology and urbanism, while introducing the new Burberry outerwear collection – inspired by nature, the sky and constellations.
In particular, the outerwear collection features technical pieces and is characterized by the brand’s latest iteration of Burberry’s signature pattern, Night Check. The pattern nods to the brand’s love of the natural world by mirroring the night sky with bright white stars nestled in a dark charcoal blue.
The seasonal colourway is found across puffer jackets, quilted outerwear styles and tactile fleeces, as well as shirts and knitwear. Lightweight technical styles include colour-block nylon jackets in contrasting colours of optic white and dark charcoal blue, as well as an oversized parka highlighted in Horseferry print. Completing the collection is the iconic trench coat refreshed in bespoke gabardine.
For the collaboration, Burberry Michigan Avenue has been transformed into a multistoried experience featuring commissioned works by digital artist Oscar Zabala that explore commonalities in both natural and industrial patterns.
Meanwhile, an AI program allows real-time morphing tableaus to react to their audio counterpart composed by musician Alexander Mackay. These concepts collide further with an audio room featuring sounds from natural environments, a series of generative artworks and projections of cityscapes.
The move marks the latest chapter of an ongoing collaboration between the global technology platform and luxury house, which was first launched at Burberry Soho in New York City in June 2021, and introduced an offline and online multidisciplinary consumer experience.
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