Burberry adds pop-ups, gaming for Animal Kingdom accessories theme
Burberry is launching a series of pop-ups globally to support its signature bags and accessories, as well as diving deeper into gaming via a Snapchat link-up.
The pop-ups have an Animal Kingdom theme and feature large-scale sculptures of monkeys, gorillas and birds of paradise. They’re inspired by house founder Thomas Burberry’s use of animal motifs and creative chief Riccardo Tisci’s more recent recognition of “the power and symbolism of animals”.
The company has also partnered with Wildlife Works to make the pop-ups carbon-neutral. Working in the Congo Basin, the REDD+ offset project helps protect and restore threatened animal habitats within one of the world’s largest rainforests.
The products themselves that are the focus of the pop-ups include exclusive editions of signature pieces, such as the archive-inspired structured tote Pocket Bag, and the TB Bag with a distinctive clasp featuring Thomas Burberry’s initials. The exclusive pieces also include silk scarves, card cases and jewellery. They come in new primary and neutral colourways.
And as part of the marketing of the pop-ups, the company has also linked up with Snapchat to release an in-store gamified experience. By scanning the Snapcodes embedded in the pop-ups, players will be “transported into the world of Burberry’s Animal Kingdom and see the animals around them come to life”. They can also tap on the toucans to unlock rewards.
The firm said the link-up “offers a new canvas for social storytelling, allowing Snapchatters to create their own content to share on their social channels. At a time when consumers are increasingly using their cameras to access information, Snapchatters will be able to use the Snapchat Lens to explore the locations of the pop-ups in their local area”.
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