South Korea – In keeping with the pioneering spirit of the heritage brand’s founder, Burberry’s latest pop up is perched at the foot of the Hallasan mountain on Jeju Island. Combining travel, design and fashion, the temporary installation beckons luxury consumers in search of more immersive, outdoor experiences.
Located 445 kilometres from Seoul, The Imagined Landscapes Jeju is adventurous in both its design and choice of destination. The mirrored structure of the building resembles the topographic contours of a map, referencing the theme of travel and exploration. In addition to browsing an edited selection of puffer jackets and trench coats, customers can access a viewing platform from which they can admire the volcanic island’s landscape and view a series of films that contemplate the relationship between the natural world and the digital realm.
Aligning itself with the Liberation Luxury movement, Burberry’s temporary installation caters to customer that are pursuing psychologically transformative, nature-based travel rather than a quick fix of luxury and decadence.
While a far-flung Korean island might not be a viable option for all companies, brands can consider hosting community events in unlikely locations like parks and corner shops