urberry has launched a series of worldwide pop-ups to celebrate their signature bags and accessories. Chief Creative Officer Riccardo Tisci, has reinterpreted the brand’s rich heritage and is reinvigorating many of its house codes, including the Burberry Animal Kingdom.
The original design that was chosen to represent his company, created by Thomas Burberry, featured an emblem of a knight on a horse and for his family crest, he chose a unicorn. Riccardo has built on this rich history by developing and evolving new animal prints and motifs each season. The pop-ups feature large-scale sculptures of monkeys, gorillas and birds of paradise, inspired by Thomas and Riccardo’s recognition of the power and symbolism of animals.
To build on the luxury fashion house’s history of innovation and creativity, Burberry has partnered with Wildlife Works to ensure that the pop-up shops are carbon neutral. Wildlife Works are working in the Congo Basin, their REDD+ offset project helps protect and restore threatened animal habitats within one of the world’s largest rainforests, facilitating the regeneration of biodiversity, allowing bonobos, elephants and other species to thrive.
The latest Animal Kingdom code features a selection of products, including exclusive editions of signature Burberry leather goods, including the TB Bag, the Pocket Bag and a structured tote referencing an archive style. The exclusive pieces also include jewellery, silk scarves and card cases.
To help celebrate the global launch of its pop-ups, Burberry has partnered with Snapchat to showcase an in store gamification experience. Snapchat users simply scan the Snapcode embedded in the pop-ups, and are transported into the world of Burberry’s Animal Kingdom and see the animals around them come to life. Users can tap on the toucans to unlock offers and rewards.
The Animal Kingdom Snapchat experience allows users of Snapchat to create their own content to share on their social media platforms. At a time when consumers are increasingly using their cameras to access information, users are able to use the Snapchat Lens to explore the locations of the pop-ups in their local area.