Burberry takes over Selfridges Corner Shop

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

Due to open this weekend until 29 March, the custom-built space sells a range  of accessories from Burberry’s Spring/Summer 2020 collection including The TB Bag, hats, scarves and small leather goods. There are also a number of limited-edition items such as quilted Lola bags in dark pine green and Selfridges yellow water bottles, phone cases and socks.  The items are also available online.

The design of the space has been inspired by the fashion house’s history in discovery and exploration and a time when Burberry’s protective gabardine was favoured by polar explorers. The installation and windows also feature symbols from the animal kingdom  due to the brand’s founder Thomas Burberry choosing to present his company with an emblem of a knight on a horse. Burberry chief creative officer Riccardo Tisci built on this history by using animals as a theme in his debut collection and continues to explore animal references each season.

The space has also incorporated penguins which can be brought to life through an augmented reality experience. Visitors are able to access the exepreince through dedicated QR codes and take a screenshot or a video of themselves with the penguins to share on their social platforms.