Wednesday 4th March

| BY Helena Fletcher

Burberry Bring a Polar Expedition Into London as They Take Over The Selfridges Corner Shop

Did you know the explorer Sir Ernest Shackleton was outfitted in Burberry’s protective gabardine for his Antarctic expeditions? Although incredibly tempting, it would probably take a lot more than a Burberry coat to lure us to the subzero temperatures of the South Pole. Brrr! It’s Burberry’s history of involvement in exploration and discoveries, as explored in the SS20 collection, that has inspired the brand’s takeover of the Selfridges Corner Shop.

Opening this week, Burberry has set up a custom-built immersive installation themed around the Antarctic expeditions of polar pioneers. Think silver mirrored ice-like cubes and expedition sledges with silk-scarf sails, all coming together to create an “abstract snow space.” The street-front windows are lined with animals – a nod to Burberry’s long-running recognition of the symbolism of creatures that dates back to Thomas Burberry’s adoption of a knight riding a unicorn as his family crest, which Burberry’s chief creative officer Riccardo Tisci continues to reinterpret in his collections. And an augmented reality experience enables visitors to bring the penguins in the space to life through scanning QR codes to take a video of themselves with the penguins.

If turning yourself into a penguin isn’t enough to inspire you to embark on the expedition down Oxford Street to Selfridges, perhaps the bounty of limited-edition accessories will be persuasion enough to make the trek. Alongside the TB bags, small leather goods, scarves and hats from the SS20 collection, there are phone cases, socks and quilted Lola bags in Selfridges yellow and pine forest green. Brave the elements and plan an adventure to Burberry’s Corner Shop.

Burberry’s takeover of the Selfridges Corner Shop will be open until Saturday, March 29th.