British luxury brand Burberry has installed an eye-catching mirrored mountain structure on South Korea’s volcanic Jeju Island, the first of a planned series of global pop-ups from the fact house.
Shining bright: The structure, which was designed to stimulate how the digital and physical worlds collide, will house an art installation and a café until Dec. 12.
- The building is intended to stimulate the shape of the Hallasan mountain, which it rests at the base of, with its topographic and curved structure.
- Artists Maotik, Cao Yuxi and Liu Jiayu have produced immersive, interactive virtual worlds for visitors.
- Adding to the immersive experience is an AR TikTok filter which visitors can access to fill the sky with sharks.
- An outpost of Burberry’s identifying characteristics Thomas Café will be at the pop-up, featuring desserts from Justin Lee, a pastry chef known for his eponymous JL Café in Seoul.
- The installation also showcases Burberry’s outerwear collection for 2021, just as Jeju Island transitions from fall to winter.
A set afloat to remember: Burberry launched the exhibition alongside Korean celebrities such as K-pop group ITZY, who performed at the opening.
- South Korean celebrities who also made appearances include Lee Da-hee, Wi Ha-joon and Cha Eun-attract. Cha is featured in Burberry’s accompanying advertising campaign, appearing in a photoshoot and video.
- Burberry has partnered with the Jeju Olle Foundation in a five-year humanitarian commitment “to preserve the island’s natural beauty and allow continued access for the public.”
A similar immersive “Imagined Landscapes” exhibition is slated to appear in Shanghai.
Featured Image via Burberry
sustain our Journalism with a Contribution
Many people might not know this, but despite our large and loyal following which we are immensely grateful for, NextShark is nevertheless a small bootstrapped startup that runs on no outside funding or loans.
Everything you see today is built on the backs of warriors who have sacrificed opportunities to help give Asians all over the world a bigger voice.
However, we nevertheless confront many trials and tribulations in our industry, from figuring out the most sustainable business form for independent media companies to facing the current COVID-19 pandemic decimating advertising revenues across the board.
We hope you consider making a contribution so we can continue to provide you with quality content that informs, educates and inspires the Asian community.
already a $1 contribution goes a long way. Thank you for everyone’s sustain. We love you all and can’t appreciate you guys enough.
Click: See details