Burberry unveiled “The Imagined Landscape experience” on Jeju Island, Korea. The brand’s first immersive experience in Jeju is linked to a series of pop-ups around the world that showcase the latest styles of Burberry outerwear while blurring the lines between nature and technology, interior and exterior, real and imaginary.
A pioneering spirit that has been part of the brand’s heritage from the very beginning. Thomas Burberry invented gabardine and created iconic outerwear to help people embrace the outdoors and explore new spaces and places. This spirit is embodied in a Thomas Burberry quote that continues to inspire and permeate the brend’s collections today: “Inside every Burberry garment is freedom”.
This feeling takes on a new form in Jeju, when a topographical mirror sculpture rises from the landscape: an ephemeral, dreamlike and futuristic space, deeply connected with nature. The mountainous terrain is reinterpreted with modernity, as this imaginative structure is sculpted by map-inspired architectural contour lines. Its shape and reflective surfaces blend seamlessly with the beautiful natural setting at the foot of the majestic Mount Halla. Overlooking Sanbang Mountain and the South Shore, a viewing platform allows visitors to enjoy stunning views.
The experience continues inside, as visitors enter an innovative space where the digital and the physical collide. In one room, an immersive experience is placed with the film projection of three Maotik artists, Cao Yuxi, Lia Jiayu. Visitors are surrounded by screens and can interact with the unique worlds the artists have created, each rooted in the great outdoors.
The journey into innovation is also reflected in the products available, in the latest iterations of Riccardo Tisci’s iconic trench coat – water-resistant gabardine – alongside outerwear made in the new revolutionary gabardine. Made in the UK, gabardine is expertly woven into a compact twill with a lighter hand, allowing it to present itself smoothly on quilts and duvets. This new fabric is featured in a range of styles including down jackets, t-shirts, skirts and trousers. Other styles include an Italian-made coat in double-faced wool, hooded down jackets with detachable sleeves in black and dark peat brown, and a cotton gabardine trench coat with a check panel in honey and black.
A social experience in partnership with TikTok continues connecting with technology and global communities. Visitors scan a TikTok QR code to activate an augmented reality lens, creating a shark-filled scene in the sky.
Next door, Thomas’s Cafe makes its first appearance in Korea. Named after founder Thomas Burberry, the coffee design reflects the brand’s codes, with a light beige color scheme and animal kingdom motifs. Inside the cafe, pastry chef Justin Lee from JL Dessert Bar has created an assortment of locally inspired treats and subtle brand references.
As part of its ongoing commitment to drive positive environmental change for a more sustainable future, Burberry will support the conservation of Jeju Island through a five-year partnership with the non-profit Jeju Olle Foundation. Burberry will invest in maintaining the island’s scenic trails to allow continuous and safe access for the public, while supporting waste disposal programs to help preserve the island’s natural beauty. This immersive experience will be carbon neutral certified in line with Burberry’s commitment to reducing the environmental impact of its presentations.
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