Burberry’s Snowy Selfridges Pop-Up Celebrates Its Links With Polar Expeditions

The country’s most fabulous Corner Shop – 150sq m of prime shopfront retail space inside Selfridges – has a new tenant: Burberry. For Riccardo Tisci’s takeover, unveiled today at the department store, the immersive space has been transformed into a contemporary snowscape, dotted with printed silk scarf sails, mirrored cubes, and pieces from Burberry’s spring/summer 2020 collection, which saw Tisci looking to the house’s past with a view to modernising Victorian silhouettes and styles.

“Burberry is a brand which, like Selfridges, celebrates history and future hand in hand,” Sebastian Manes, buying and merchandising director at the department store, told British Vogue. “The Corner Shop is our space for creative discovery, and so to present themes of exploration as a backdrop for Riccardo Tisci’s vision for spring/summer 2020 is the perfect combination.”

In addition to the spring/summer 2020 collection, Burberry devotees will be able to shop exclusives at the Corner Shop, including phone cases, socks, and limited edition Lola and TB bags, all in a new, pine green and Selfridges yellow colourway. As a bonus, customers will be able to snap an Arctic selfie with a penguin as they browse, thanks to the augmented reality installations.

Why the polar theme? Burberry’s residency, which will run until 29 March, celebrates the British brand’s long history of discovery and exploration. Burberry notably created the tent and the clothing for Captain Roald Amundsen’s expedition to the South Pole in 1911, in addition to outfitting Sir Ernest Shackleton for his polar voyages. Burberry fans, it’s time to make a voyage of your own: to Oxford Street.