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15 Nov 2021

We unveil the Imagined Landscape pop-up in Jeju Island, Korea. The first immersive brand experience in Jeju is connected to a series of inspirational pop-ups across the globe showcasing our latest outerwear silhouettes whilst blurring the lines between nature and technology, the indoors and outdoors, the real and the imagined. 

A pioneering spirit has been part of our brand’s heritage. Thomas invented gabardine and created iconic outerwear to help people embrace the outdoors and explore new spaces and places. This spirit is embodied by a quote from Thomas that continues to inspire and imbue our collections today: ‘Inherent in every Burberry garment is freedom’.

This sentiment takes a new form in Jeju, as a topographic mirrored sculpture rises from the landscape – an ephemeral brand space, dreamlike and futuristic, deeply connected with nature. Mountainous terrain is reinterpreted with modernity, as this imaginative structure is sculpted by architectural contour lines inspired by maps. Its shape and reflective surfaces seamlessly merge with the beautiful natural surroundings, sitting at the foot of the majestic Halla mountain. Overlooking Sanbangsan mountain and the South Shore, a viewing platform atop the design allows visitors to enjoy the breath-taking vista.


The experience continues inside as visitors enter an innovative space where the digital and physical collide. In one room is an immersive experience featuring cinematic films by three artists Maotik, 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 of innovation is also reflected in the products available, in the latest iterations of the iconic trench coat by Riccardo – water-resistant gabardine alongside outerwear pieces crafted from the new revolutionary gabardine. Crafted in the UK, the gabardine is expertly woven in a compact twill with an increased lightweight hand, allowing it to feature fluidly across quilts and puffers. This new fabric is featured across a range of silhouettes, including puffer jackets, T-shirts, skirts and trousers. Other styles include an Italian-made coat in double-faced wool, detachable sleeve hooded puffer jackets in black and dark peat brown and check panel cotton gabardine trench coats in honey and black.

A social experience in partnership with TikTok continues the connection with technology and global communities. Visitors scan a TikTok QR code to activate an augmented reality lens, creating a scene filled with sharks across the sky.

Alongside the experience, Thomas’s Cafe makes its first appearance in Korea. The cafe’s design reflects our house codes, with a light beige colour scheme and Burberry animal kingdom motifs throughout. Inside the cafe, pastry chef Justin Lee from JL Dessert Bar has created an assortment of treats with local inspiration and subtle brand references.

As part of our ongoing commitment to lead positive environmental change for a more sustainable future, we will support the continuing preservation of Jeju Island through a five-year partnership with the non-profit organisation Jeju Olle Foundation. We will invest in maintaining the island’s scenic trails to allow continued and safe access for the public while supporting waste elimination programmes to help preserve the island’s natural beauty. This immersive experience will be certified carbon neutral in line with our commitment to reducing the environmental impacts of our presentations.