BURBERRY and SSENSE | IMAGINARY CITIES at Burberry Soho

Luxury house Burberry and global platform SSENSE showcase Imaginary Cities at Burberry Soho in New York City, marking the first time Burberry has invited another retail partner to take over one of its spaces.

Burberry and SSENSE have collaborated in innovation, conceptualizing an interdisciplinary consumer experience. The partnership is brought to life on burberry.ssense.com, the online experience designed to reflect the physical immersive space in store. Burberry Soho is overtaken by a series of motion graphics, a system of tunnel interventions, raised pathways, and dynamic lighting.

The store also introduces Burberry’s Mythical Alphabet, the newest capsule collection celebrating the Burberry animal kingdom. The collection features beautiful half-human, bestial figures, taking formation in trench coats printed with graphic illustrations, monochrome T-shirts, and silk shirts and shorts.

On the store’s second level, an engaging Burberry beige viewing room screens the exclusive A-B-CITY short film, produced by Burberry and SSENSE, exploring the theme of Imaginary Cities.

“At Burberry, we are driven to innovate, pushing the boundaries of how our customer experiences our brand in both the physical and digital realms. This collaboration marks the first time we have invited a partner to design a truly immersive experience within Burberry Soho. We look forward to revealing Imaginary Cities to audiences in New York and beyond, capturing the imagination with these new spaces and Burberry’s Mythical Alphabet capsule collection,” remarked Gianluca Flore, President of Americas & Global Retail Excellence at Burberry.

Burberry and SSENSE’s Imaginary Cities at Burberry Soho is open for 10 days from June 17 to June 26 2021.

The Burberry’s Mythical Alphabet capsule collection is available exclusively at SSENSE, Burberry.com, and select Burberry locations within the United States.

Explore more at burberry.ssense.com.