Tundra travels

Burberry’s new Selfridges pop-up celebrates the brand’s history of arctic exploration
By Jake Hall | Fashion | 3 March 2020

Courtesy of Burberry

Top image: Corner Shop installation, courtesy of Burberry

Fresh from a Gucci takeover, the Selfridges Corner Shop will this month play host to an immersive, wintry installation conceived by Burberry. The snowy pop-up will be scattered with sleds (draped in silk scarves, naturally) and mirrored cubes, and completed with an augmented reality experience, which allows guests to virtually pose with penguins and share the images online.

It’s a chance to find out more about the brand’s fascinating, lesser-known history of discovery and exploration, cemented for good back in 1893 – the year that Norwegian Nobel Peace Prize winner Dr. Fridtjof Nansen tied Burberry’s signature, hard-wearing gabardine around the poles of his sailboat, bound for the Arctic Circle.

Courtesy of Burberry

Current creative director Riccardo Tisci has paid homage to this legacy, throwing back to the Victorian era for SS20. It’s a nod to the house being founded back in 1856, but Tisci mixed things up by teaming austere silhouettes with modern, functional twists, like detachable hems and innovative fabrics.

Visitors can also shop a selection of accessories at the Corner Shop, which range from quilted leather bags to socks and phone cases. Very cool.

Burberry’s installation at the Selfridges’ Corner Shop launches this week, and remains open throughout March.

Read Next