A majestic land art operation has been realized by Burberry in South Korea.
At the foot of Hallasan Mountain on Jeju Island, the British fashion house has built an installation completely covered with mirrors that fits perfectly into the surrounding nature. A subtropical landscape in which this sort of ancestral, futuristic and dreamlike cathedral rises, overlooking Mount Sanbangsan, along the southern coast of the island.
The Imagines Landscape Experience – that’s the name of the work – is a first-of-its-kind topographic sculpture in South Korea. The work was conceived and created as one of the brand’s pop-ups that aim to disrupt and redefine the boundaries between “nature and technology, the inside and the outside, the real and the imaginary“.
The installation recalls the pioneering spirit that has been an integral part of the brand since its inception, thanks to its founder Thomas Burberry. Beginning in 1880, when Thomas added gabardine to the brand’s iconic garments, people were able to start enjoying and exploring nature and the outdoors while wearing a Burberry cape.
Visualizza questo post su Instagram
Inside, the space is even more innovative where digital and physical collide and meet. In one room we find an immersive experience with the projection of three films by three different artists: Maotik, Cao Yuxi and Lia Jiayu. Visitors are surrounded by interactive screens so they can connect with the unique worlds the artists have created. The journey into innovation is also reflected in the collections and the fabrics that comprise it, as well as the latest iterations of Riccardo Tisci’s iconic water-resistant gabardine trench coat.
This connection to technology and communities continues through a partnership with TikTok. Scanning a QR code will provide access to an augmented reality that can show a school of sharks in the sky.
There is also the first Thomas’s Cafe in Korea. An eatery that reflects the aesthetic codes of the fashion house with its signature colors such as light beige and animal kingdom patterns. Pastry chef Justin Lee of JL Dessert Bar has created an assortment of locally inspired treats and meticulous references to the brand.
As part of Burberry’s ongoing commitment to a more sustainable future, the brand will support the conservation of Jeju Island through a five-year partnership with the non-profit organization Jeju Olle Foundation.
Investments in the maintenance of the island’s scenic trails to allow for continued safe public access and support of waste disposal programs will help keep the island’s ecosystem and beauty intact as much as possible. This immersive experience is certified carbon neutral, in keeping with the commitment to reduce the environmental impact of the brand’s initiatives.
