Burberry built a gleaming mountain of mirrors in the middle of South Korea’s Jeju Island

November 24, 2021

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 fashion house.

Shining bright: The structure, which was designed to evoke how the digital and physical worlds collide, will house an art installation and a café until Dec. 12.

The building is intended to evoke 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 created 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 signature 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 launch 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-woo. 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 philanthropic 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

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