With over 250000 daily passengers, the airport in London Heathrow is the busiest in Europe and among the Top-5 worldwide. To make use of this high passenger traffic, Burberry decided to open a Pop-up-store in Terminal 2 between the 4th. of May and 7th. of August 2017
And Burberry were not Burberry when all behind this effort wouldn’t be a great idea or story. The Pop-up-store shows a 15 meter high balloon, decorated with the brands name and location " Burberry London, England" and is supposed to tell the story about the British Air Commodore Edward Maitland, who, together with Auguste Gaudron and Charles Turner flew approximately 1117 miles in year 1908 from Crystal Palace in London to Russia. They established the British long-distance in-flight record. On the flight in the balloon with the name “Mammoth”, Maitland wore the famous Burberry gabardine, which protected him from the coldness at high altitude.
The gabardine trench coat has been a timeless piece of clothing for many years and is, besides the checkered pattern, probably the most famous association with the brand Burberry. The detailed work and emphasis on the British roots succeeded Burberry excellent in my opinion.
The balloon was handmade by Cameron Balloons, one of the largest balloon makers in the UK. The basket of the balloon was made by British designer and The New Craftmen´s Sebastian Cox.
Burberry is not for nothing one of the first luxury brands who recognized the digital trend and has managed successfully the split between being forward thinking and looking back where they come from. This thought illustrates perfectly the feature they added to the Pop-up-store. Customers could design individual postcards on iPads, print them and mail them to friends or relatives. Additionally, Burberry installed mailboxes at the store where customers could drop off their postcards. This tool could be used digitally as well. On the iPads, customers could share personalized videos or pictures via Social Media with their community.
A great way of creating an experience at a busy place which definitely helped you to immerse in a time journey which stays in mind for all who saw it.
I see you soon.
Cheers!
Niklas
Sources:
https://invidis.de/2017/05/digital-signage-fashion-hebt-fast-ab-burberry-pop-up-store-in-heathrow/
https://www.highsnobiety.com/2017/05/08/burberry-hot-air-balloon-installation/#slide-4
http://mediacentre.heathrow.com/pressrelease/details/81/Brand-News-22/8501
Picture Sources:
-https://invidis.de/2017/05/digital-signage-fashion-hebt-fast-ab-burberry-pop-up-store-in-heathrow/
-https://www.thedrum.com/creative-works/project/burberry-burberry-the-burberry-balloon
-http://www.retail-focus.co.uk/news/2746-burberry-hot-air-balloon-lands-at-heathrow
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