Burberry, the renowned British luxury brand, has teamed up with designer fashion e-tailer Ssense to create an innovative consumer experience at its store in Soho, New York. This collaboration, called Imaginary Cities, utilizes fashion, film, and installation to deliver a distinctive and multidisciplinary encounter for online and offline customers alike.
In a departure from their usual approach, Burberry has invited a retail partner to take over one of its spaces. The Imaginary Cities activation can be accessed through the dedicated website burberry.ssense.com, which aims to replicate the in-store event. The experience begins at the store’s façade, where motion graphics, tunnels, raised pathways, and dynamic lighting transformed the exterior, providing an immersive entry into the world of Imaginary Cities.
Inside the store, visitors have the opportunity to explore Burberry’s new Mythical Alphabet capsule collection. This collection, created in collaboration with British graphic designer Peter Saville and illustrator Jo Ratcliffe, features half-human, half-beast figures intricately entwined with letters of the alphabet. The capsule includes a range of items, from trench coats to separates like t-shirts, silk shirts, shorts, and various accessories.
On the second level of the store, guests will discover a viewing room where they can watch the exclusive short film A-B-CITY. This film, commissioned by Burberry and Ssense, was directed by the New York collective Torso Solutions and delves into the concept of imaginary cities. Set in New York, the film presents the bustling city as a pivotal character, offering three vignettes written by Brontez Purnell, Juliana Huxtable, and Natasha Stagg. This visually captivating short film showcases a diverse cast, including Boxer and model Alexis Chaparro, model Lourdes Leon, and influencer Selyna Brillare. It serves as an “abstract meditation on coping with extreme change,” demonstrating the transformative power of urban environments.
Imaginary Cities will be on display at Burberry Soho for a limited time, running from June 17th to June 26th. The Mythical Alphabet collection is exclusively available on Ssense and Burberry’s online platforms, as well as select U.S. Burberry stores. This collaboration between Burberry and Ssense exemplifies the increasingly popular trend of phygital experiences, merging the physical and digital worlds to offer consumers unique and immersive brand encounters.
Links:
– For more information about Burberry and its collections, visit their official website.
– To explore the curated designer fashion offerings of Ssense, check out their website here.
