Fashion

Burberry's New Pop-Up at Selfridges Incorporates Augmented Reality

Check out the immersive space here.

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4,677 Hypes

Burberry's New Pop-Up at Selfridges Incorporates Augmented Reality

Check out the immersive space here.

Burberry has opened an interactive pop-up at Selfridges’ creative retail space, The Corner Shop, to showcase key accessories from the house’s Spring/Summer 2020 collection. The custom-built space honors Burberry’s rich history of dressing pioneers, such Sir Ernest Shackleton, for their expeditions. A nod to Shackleton’s polar exploration, the pop-up features penguin statues that can be brought to life through a special QR code that activates an augmented reality experience.

Alongside the space’s wildlife-focused decorations, accessories including Burberry’s TB Bag, the quilted Lola bag, hats, scarves and small leather goods are all available to shop. Travel and tech accessories including re-usable water bottles and phone cases are also part of the pop-up.

Burberry’s pop-up at The Corner Shop at Selfridges is open through March 29.

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