Text by MUSE Team

Branded new digital and natural immersive experience for a destination pop-up store in the Korean Islands. Where technology and environment become as one.

Burberry has revealed “The Imagined Landscape experience”, in Jeju, Corea. A special pop-up store where to find the latest and most exclusive Burberry outerwear made in English gabardine. An immersive retail space that offers a unique experience where digital and physical, nature and technology, reality and imagination are merging together. The building is a topographic sculpture constructed in front of the Halla mountain in the middle of the island of Jeju. The store presents curved walls inspired by the geographical maps, covered by only mirrors that generate an oniric connection with the amazing landscape that surrounds the project. 

Inside, visitors can take part in the captivating exhibition by artists Maotik, Cao Yuxi, Lia Jiayu whose artwork are projected in huge spaces where the audience can explore other reality dimensions. The digital experience continues in collaboration with Tik Tok that created augmented realities filters to be used  inside the pop-up store.Confirming its commitment to sustainability, Burberry joined the maintenance of the island environment, and granted its commission to zero carbon emissions within all activities of the new store.


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