The world's first Social Retail store

Burberry’s WeChat Super Mini Program is the beating heart of this ground-breaking, new permanent concept store in Shenzhen. A space at the intersection of physical retail, social and experiential, connecting your online life with your offline life, so that one adds value to the other. The more a customer engages with the Mini Program, the more social currency they gain, unlocking on and offline brand experiences as they progress.

Burberry invited us to create the pinnacle, multi-sensory in-store experience for this program; the ultimate reward, centred on their iconic trench.


The Chinese social media landscape is one of a kind; consumers turn to social media for guidance, inspiration and peer approval before purchase. But critically, 85% of sales are made in store, and luxury consumers favour in-person experiences.

This was our opportunity to deliver an immersive and memorable experience that caters to this audience’s desire to feel different and valued; building a lasting connection with the brand and giving them a reason to spread brand love amongst their peers on social.

The result

Reserved only for those with the highest level of social currency, the Trench Experience is threefold; rich, brand storytelling is delivered in the craftsmanship room, followed by a personalised trench fitting and styling consultation, that then reveals an immersive, secret room.

Wearing your selected trench, you’re transported to your chosen nature-scape, with seamless 360 projection, gesture-controlled content and special effects for awe-inspiring captivation. An unparalleled experience for an iconic product. Intrigued? You should be.

“Burberry’s social retail store marks a shift in how we engage with our customers and we can’t wait to share this innovative experience with the world.”

Marco Gobetti, CEO Burberry

Imagined Landscapes Pop-up

As part of the #BurberryOpenSpaces campaign, and to celebrate the new outerwear collection, we crafted an immersive art installation at the Imagined Landscapes Pop-Up on Jeju Island, South Korea. The pop-up blurs the lines between ‘nature, technology, the indoors, the outdoors, the real and the imagined’.

Working with three digital artists, Maotik, Cao Yuxi and Jiayu Liu, we created a fully immersive temporary, pop-up experience for visitors in this unique greenfield location.


The installation formed part of Burberry’s latest series of pop-ups across the globe, but this was arguably the most ambitious yet. The Imagined Landscape experience is designed for people to not only discover the brand’s heritage in outerwear, but to also embrace the outdoors and explore new spaces and places.

This was a pop-up like no other – a tropical, greenfield site, the first brand experience for Jeju, world-class artists and Weibo integration - not to mention some of Korea’s biggest celebrities booked for launch.

The result

A beautiful collision of nature and technology. A dreamlike, mirrored mecca inspired by the topography of Jeju. Inside the pavilion, our immersive experience transports you to mesmerising, unexplored terrains crafted by three world-class artists. Blended projection, body tracking and soundscapes deliver an interactive 15-minute experience for groups of up to 15 people.

A futuristic portal for escapism and an encapsulation of Burberry’s pioneering spirit of exploration. In the space, a Burberry store awaits, complete with open-air viewing gallery and a Thomas Burberry café. The pop-up is now fully booked for its tenure.