Burberry and Ssense team up for immersive phygital experience in NYC

By

Robin Driver

Published
Jun 17, 2021

Iconic British luxury brand Burberry has invited designer fashion e-tailer Ssense to take over its store in Soho, New York, a partnership that has resulted in Imaginary Cities, a multidisciplinary consumer experience that can be experienced both on- and offline.

Marking the first time that Burberry has called in a retail partner to take charge of one of its spaces, Imaginary Cities combines fashion, film and installation for an immersive activation. Accessible at burberry.ssense.com, the online experience is designed to mirror the in-store event.
 
At Burberry Soho, the experience begins with the store’s façade, which has been transformed through the use of motion graphics, as well as tunnels, raised pathways and dynamic lighting, which filters through distressed tensile canopies.

Moving into the store, customers can discover Burberry’s new Mythical Alphabet capsule. Designed in collaboration with British graphic designer Peter Saville and illustrator Jo Ratcliffe, the collection features images of half-human, half-beast figures entwined with letters of the alphabet. Pieces in the capsule include trench coats and separates, such as t-shirts, silk shirts and shorts, as well as a range of accessories.
 
Moving up to the store’s second level, visitors will find a viewing room, where they can watch the exclusive A-B-CITY short film. The piece, which was specially commissioned by Burberry and Ssense, and directed by New York collective Torso Solutions, explores the concept of imaginary cities.

 
Shot in New York, the film casts the bustling city as a key character in its own right and presents viewers with three vignettes, written by Brontez Purnell, Juliana Huxtable and Natasha Stagg. According to a release published by the brands, the short, which features a diverse cast, including Boxer and model Alexis Chaparro, model Lourdes Leon and influencer Selyna Brillare, is intended to be an “abstract meditation on coping with extreme change.”
 
Imaginary Cities runs at Burberry Soho for 10 days only, from June 17 through 26. Burberry’s Mythical Alphabet collection is available exclusively on Ssense and Burberry’s online platforms, as well as in select U.S. Burberry stores.