# Ultra-Luxe Outerwear Pop-Ups Burberry Launches 'Imagined Landscapes' in Selfridges, UK By Niko Pajkovic | Published 2021-12-07 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/imagined-landscapes References: [retailgazette](https://www.retailgazette.co.uk/blog/2021/12/burberry-launches-outerwear-pop-up-in-selfridges/?utm_source=feedly&utm_medium=rss&utm_campaign=burberry-launches-outerwear-pop-up-in-selfridges) & [uk.burberry](https://uk.burberry.com/) Luxury fashion label Burberry has launched a pop-up shop called 'Imagined Landscapes' in London's high-end department store, Selfridges. The pop-up aims to promote the brand's new outerwear collection and is the first of several temporary stores that it will open globally. The new pop-up will carry a selection of exclusive Burberry items, including t-shirts, knitwear, pants, and other outerwear pieces. According to the company, 'Imagined Landscapes' was inspired by Burberry's first immersive pop-up store in Jeju Island, Korea, where it built a large, “mirrored structure” that intended to represent its connection to the outdoors. Similarly, Burberry's newest immersive brand experience intends to take shoppers on a “journey of discovery” as it showcases “trench coat and jacket silhouettes in a series of inspirational pop-ups that blur the line between nature and technology.” Image Credit: Burberry ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 65% | Activity: 54% | Freshness: 11% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### What's Driving This Trend - **Immersive Pop-up Stores:** Luxury retailers can create immersive pop-up stores to promote new products, provide unique customer experiences and increase brand engagement. - **Exclusive Collection Drops:** Luxury fashion labels can release exclusive limited edition collections in pop-up stores to create a sense of urgency and rarity, thus driving demand. - **Blurring of Physical and Digital Spaces:** Retail brands can create pop-up experiences that blur the lines between physical and digital spaces to provide seamless shopping experiences that cater to digital-savvy consumers. ### Who This Affects Most - **Fashion Retail:** Fashion retailers can create immersive pop-up stores and exclusive collection drops to showcase new products and drive brand engagement. - **Luxury Retail:** Luxury retailers can create exclusive collections and immersive pop-up stores that offer unique customer experiences to distinguish themselves from other players in the market. - **Technology:** Technology companies can partner with retailers to provide cutting-edge solutions that seamlessly blend physical and digital experiences and help drive the blurring of digital and physical spaces trend. ## Related on Trend Hunter - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Temporary Luxury Brand Installations](https://www.trendhunter.com/trends/luxury-brand-installation.md) - [Luxury Flagship Redesigns](https://www.trendhunter.com/trends/luxury-flagship-redesign.md) - [Luxury Designer Cafe Takeovers](https://www.trendhunter.com/trends/burberry-takes-over.md) - [Selective Retail Pop-Ups](https://www.trendhunter.com/trends/woolrich-black-label.md) - [Luxury Fabric Pop-Ups](https://www.trendhunter.com/trends/extreme-cashmere-popup.md) - [Luxury Holiday-Themed Pop-Ups](https://www.trendhunter.com/trends/holiday-2025-popup.md) - [Luxury Menswear Apparel Pop-Ups](https://www.trendhunter.com/trends/louis-vuittons-soho-popup.md) - [Pop-Up Luggage Retail Activations](https://www.trendhunter.com/trends/antler-retail-popup.md)