Burberry Imagines a Dreamlike Landscape on Jeju Island

Blurring lines of indoors and outdoors, nature and technology, and real versus imagined, the experience begins before even entering the mountainous structure—through the façade’s silvery reflections of its lush island surroundings. Within are interactive screens and projections of film works, exploring themes of the natural world while previewing the brand’s collections. From the artist Liu Jiayu, Waves of Life features a capturing of the transformative cycles of life; Cao Yuxi’s Seasonal Proximities considers how our perception of reality is being changed in the digital age, and Maotik reflects on nature’s unpredictability in the immersive presentation of Infinite Landscape.

Highlighted throughout the installation are designs like Burberry Creative Director Riccardo Tisci’s latest gabardine trench (a material first developed by founder Thomas Burberry), a black and white plaid puffer, a sleek overcoat in camel, or a calf-length trench in layers of black tasseled leather. After completing the experience, visitors will want to try out the accompanying augmented reality lens, available on TikTok. Then, step into Korea’s first Thomas’s Café, completing your journey with treats from Justin Lee of JL Dessert Bar.

Coinciding with the debut of Imagined Landscape, Burberry has joined a five-year partnership with the nonprofit Jeju Olle Foundation, investing in the maintenance and preservation of Jeju Island. This falls in line with the house’s recent Climate Positive commitment, which ensures all brand events will remain carbon neutral.