Inside Burberry’s AR Pop-Up in Selfridges

on March 12 | in Blog, Featured, Multichannel, Stores, Technology | by | with No Comments

Burberry has launched a new installation celebrating the fashion house’s history in discovery and exploration at Selfridges’ flagship retail space, The Corner Shop.

Open until 29 March, the custom-built pop-up features an assortment of accessories from Burberry’s spring-summer 2020 collection including The TB Bag, hats, scarves, small leather goods, water bottles, phone cases and socks, as well as limited-edition accessories including quilted Lola bags in dark pine green and Selfridges yellow.


The space is inspired by polar exploration and by pioneers such as Sir Ernest Shackleton, who wore Burberry on his historic polar expeditions. The Corner Shop has been transformed into an abstract snowspace, with expedition sledges and Burberry silk-scarf sails contrasting with silver mirrored cubes, and model penguins dotted about which can be brought to life through an augmented reality experience via dedicated QR codes.


Photo credit: Burberry

Via Fashion United

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