BURBERRY REACHES NEW HEIGHTS IN CHONGLI

The British house Burberry unveils an immersive pop up in Chongli, one of China’s leading winter sports destinations, open until March 30 2026.
Conceived as a fashion stop at altitude, the temporary space reflects the brand’s ambition to engage with lifestyle driven locations.
Blending British heritage with contemporary alpine culture, Burberry translates its universe into a setting where luxury meets elevation.

The pop up highlights a curated selection of winter ready silhouettes, combining technical outerwear, protective accessories and seasonal essentials in a refined palette.
Insulating fabrics, enveloping volumes and signature details are integrated into a scenography inspired by ski resorts, featuring light wood, warm textures and a softly atmospheric environment.
The iconic Check pattern finds renewed expression here, engaging in dialogue with the surrounding snowy landscape.

Beyond product presentation, Burberry transforms the installation into a true experiential destination.
The space becomes a meeting point between performance and elegance, where fashion aligns with a lifestyle shaped by escape and movement.
With this Chongli pop up, the house demonstrates its ability to adapt its heritage to contemporary contexts, offering a wardrobe that unites technical precision, desirability and visual strength.