September 12, 2020: Burberry has unveiled a unique pop-up series across its stores to celebrate its signature bags and accessories. The brand has reinvigorated its iconic house code ‘Animal Kingdom’ for this new campaign.
Featuring large-scale sculptures of monkeys, gorillas and birds of paradise, the pop-ups are inspired by the brand’s recognition of the power and symbolism of animals since the time of Thomas Burberry.
The assortment comprises reimagined editions of Burberry’s signature leather products from its archives. The iconic Pocket Bag has been reinterpreted and comes in medium as well as mini size. With leather details and contrasting trims, the bags come in various canvases. The TB bag, that was inspired by Thomas Burberry and has a distinctive clasp with his initials, comes in medium and mini size and exclusive new colorways. They have adjustable gold straps. Softly structured bucket bags and The Robin, a small structured bag, are punctuated with the Thomas Burberry monogram.
Smaller accessories include compact card cases, crossbody leather phone cases and a leather airpods case. Silk scarves in refreshing colors come with the logo graphic and Thomas Burberry Monogram. Jewellery ensemble features necklace, ring, earrings and cuffs along with key charms.
This accessories pop-up launch is bolstered by Burberry’s partnership with Snapchat for an in-store gamified experience. Snapcodes are embedded in the pop-ups allowing players to not only see the animals come alive on their phones but also collect rewards, create their own shareable content and use the Snapchat lens to get information on the location of the pop-ups in their area.
With an aim to support environmental conservation, Burberry has teamed up with Wildlife Works, the world's leading REDD+ (Reducing Emissions from Deforestation and Degradation), project development and management company, to make the pop-ups carbon neutral.
