Burberry takes over the Selfridges Corner Shop

Burberry has opened an immersive installation in Selfridges’ flagship creative retail space, The Corner Shop.

Open until 29 March, the custom-built space celebrates the fashion house’s rich history in discovery and exploration, a time when Burberry’s protective gabardine was favoured by polar pioneers. Creating an abstract snowspace, expedition sleds with Burberry silk-scarf sails contrast with silver mirrored cubes.

The installation and windows also draw on the animal kingdom – reinforcing the fashion house’s long-standing recognition of the power and symbolism of animals.

The fashion house’s founder Thomas Burberry chose to present his company with an emblem of a knight on a horse and for his family crest, he chose a unicorn. Chief Creative Officer Riccardo Tisci built on this history by reinterpreting the use of animals as a new house code in his debut collection and continues to explore animal references each season.

To celebrate this theme within Burberry’s Spring/Summer 2020 collection and in a nod to pioneers like Sir Ernest Shackleton, who wore Burberry on his historic polar expeditions, the space also incorporated penguins which can be brought to life through an augmented reality experience. Accessed via dedicated QR codes, visitors are able to take a screenshot or a video of themselves with the penguins and share on their social platforms.

Burberry at The Selfridges Corner Shop houses an assortment of accessories from Burberry’s Spring/Summer 2020 collection including The TB Bag, hats, scarves and small leather goods.

Limited-edition accessories including quilted Lola bags in dark pine green and Selfridges yellow, phone cases and socks are all available to shop in store and online until the end of the month.

By retail-focus