Burberry launches pop-up experience in Jeju Island, South Korea
THE FOUNDER of Burberry once said that ‘inherent in every Burberry garment is freedom’. And from the beginning, the luxury fashion house has held tight to that conviction – creating garments suitable for weathering the great outdoors. In celebration of the new outerwear collection, Burberry has unveiled a pop-up experience in Jeju Island, Korea, that quite literally reflects the brand’s creative ethos.
Burberry has launched an ongoing campaign of global pop-up experiences showcasing new outerwear garments. The Jeju experience begins on the outside with the topographic mirrored sculpture-like building. The building, which sits at the foot of the Halla mountain, reflects the surrounding landscape in a distorted and dreamlike way.
Inside there is a room playing films from three artists Maotik, Cao Yuxi, Lia Jiayu. The films, inspired by nature, are presented on surrounding screens that fully immerse the visitors into the worlds created by the filmmakers.
The outerwear collection, including the latest iterations of the iconic trench coat by Riccardo Tisci, will be available to browse and for purchase. In need of some post-shopping refreshments? The Thomas’s Cafe is on-site at the pop-up experience and offers a delicious selection of treats curated by pastry chef Justin Lee.
Burberry’s admiration for the great outdoors aligns with their efforts in preserving the environment. The brand has committed to a five-year partnership with the non-profit organisation Jeju Olle Foundation, thus investing in the maintenance of the island’s scenic trails and aiding waste elimination programmes to help preserve the island’s natural beauty. Additionally, the pop-up experience will be certified carbon neutral.
Both fashion and the great outdoors are meant to be experienced and enjoyed – the Burberry pop-up has created a unique opportunity to immerse oneself in both.