Luxury brand installations are a way for haute couture labels to stay relevant in the public's eye, outside of the debut of their sometimes outlandish runway collections, of course. Most recently, Burberry released a luxury brand installation that saw it basically "brand" a volcano and a meadow with its iconic and highly recognizable check pattern. This site-specific art is, thankfully, temporary as it is made with milk-based paints and flowers. Located in the Canary Islands, the colossal checkered pattern got swept away after a week in existence in November 2022. The activation was part of the Burberry Landscapes series which invites artists to collaborate with the brand on such projects. For this luxury brand installation, Burberry tapped Cuban-American artist Jorge Rodriguez-Gerada.
Image Credit: Burberry
What Makes This Trend Stand Out
- Temporary Luxury Brand Installations
- The trend of creating temporary luxury brand installations as site-specific art is an opportunity for luxury brands to reach new audiences and stay relevant outside of runway shows.
- Collaborations with Artists
- Partnering with artists, like Burberry did with Jorge Rodriguez-Gerada, is a trend that luxury brands can leverage to create unique and attention-grabbing temporary installations.
- Eco-friendly Materials
- Using eco-friendly materials, like milk-based paint and flowers, for luxury brand installations is a growing trend that not only aligns with sustainability values but also enhances the experiential aspect of the brand activation.
Sectors Adopting This
- Luxury Fashion
- Luxury fashion brands can leverage temporary installations to create buzz and maintain relevance in between runway shows and product launches.
- Art
- Collaborating with luxury brands on site-specific art installations is an opportunity for artists to showcase their work to a wider audience and expand their portfolio.
- Tourism
- Temporary luxury brand installations can attract tourists to a specific location and provide them with a unique and memorable experience that they can share on social media.
