Store gallery: Inside Burberry’s AR-fuelled Arctic pop-up

Burberry, London

Taking over the ‘Corner Shop’ at Selfridges, Burberry has launched an Arctic-themed AR pop-up experience. 

Following the success of its AR-powered flagship store in Tokyo, and its London Brick Lane out-of-home experience, Burberry has launched a new pop-up with tech at its heart.

Drawing on the history of pioneers such as Sir Ernest Shackleton, who wore Burberry on his polar expeditions, the decor features mirrored plinths, holographic ceiling, penguins and sledges with Burberry silk scarf sails.

The wooden speakers are also a nod to chief creative officer Riccardo Tisci’s 2019 carbon-neutral runway set, which was made of an array of white speakers and gramophone horns.


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