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Burberry unveils immersive pop-up, café in South Korea’s Jeju Island

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Burberry has launched an immersive brand experience pop-up in the heart of Jeju Island, South Korea, introducing the country’s first Thomas’s Cafe. 

The Jeju Island pop-up is part of Burberry’s series of Outerwear pop-ups across the globe, showcasing its outerwear silhouettes while “blurring the lines between nature and technology, the indoors and outdoors, the real and the imagined”, according to the business.. 

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Nestled amid the mountainous landscape, the Jeju pop-up is presented as mirrored sculpture with futuristic style, contrasted against the natural world surrounding it. The installation overlooks Sanbangsan mountain and the South Shore, and features a viewing platform for visitors to enjoy the vista.

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The interior features an immersive digital experience where visitors can find cinematic films by three artists Maotik, Cao Yuxi, Lia Jiayu. Interactive digital screens showcase the unique worlds the artists have created, each rooted in the great outdoors.

In addition, visitors can scan a TikTok QR code to activate an augmented reality lens, creating a scene filled with sharks across the sky.

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Burberry’s Thomas’s Café also makes its first appearance in the country. The store design reflects the house codes, with a light beige colour scheme and Burberry animal kingdom motifs throughout. The café offers an assortment of treats with local inspiration and subtle brand references made by pastry chef Justin Lee from JL Dessert Bar. 

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