Burberry redefines the pop-up retail experience with its latest endeavour on the semitropical volcanic island of Jeju. Situated almost 100 kilometres south from the mainland, it features both beach resorts and mountains, and is a fav holiday destinations for many South Koreans.
As part of The Imagined Landscapes, an exceptional pop-up store series, Burberry opened a striking ephemeral space a little while ago on the island’s south coast. Its location, northwest of Seogwipo, the island’s second biggest urban settlement, smack in the middle of rural countryside, makes the structure stand out even more.
The Burberry pop-up is a mirrored tiered structure which evocatively reinterprets the mountainous landscape with utmost modernity while at the same time also unequivocally reflecting it. Mind you, on top sits a panorama deck providing sweeping views of the nearby Hallasan, a dormant volcano, Sambang mountain, and last but not least, the island’s south coast. The experience continues inside where in an innovative space the digital and physical collide.
One room features cinematic films by artists Maotik, Cao Yuxi and Lia Jiayu, while in the other spaces the latest iterations of Burberry‘s iconic trench coat by Riccardo Tisci are presented. Crafted in the U.K., the gabardine is expertly woven in a compact twill with an increased lightweight hand, allowing it to feature fluidly across quilts and puffers. This new fabric is featured across a range of silhouettes including puffer jackets, T-shirts, skirts and trousers.
Other styles include an Italian-made coat in double-faced wool, detachable sleeve hooded puffer jackets in black and dark peat brown and check panel cotton gabardine trench coats in honey and black. In a separate pavilion Thomas’s Café can be found, the luxury brand’s first hospitality format in South Korea. Obviously, the place comes with a special interior design—a light beige colour scheme and Burberry animal kingdom motifs.
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