Burberry at Chongli Ski Resort — Burberry British Park Pop-up (2024)

Chongli Ski Resort hosted a pavilion-style Burberry pop-up built around British park references during the winter season.

The venue

Chongli Ski Resort sits in the mountains outside Zhangjiakou, Hebei, a winter sports area organised around groomed pistes, lift stations and lodge buildings. Its base area mixes rental shops, food counters and open snow-covered ground where visitors move between runs on foot. The resort operates as a seasonal destination, with foot traffic concentrated in the cold months and thinning outside the ski season. Building areas and capacities are not verified.

How the space was used

A pavilion-like structure was built in the resort's open ground, its outline drawn from London park bandstands and topped with an equestrian knight weathervane carrying the brand mark. Inside, displays held soft accessories, checked pieces and outerwear from the 2024 outdoor line. Visitors coming off the slopes walked past the structure, using the exterior as a photo point before stepping in.

Why it works here

Ski resorts gather people already dressed for cold weather, so outerwear and accessories read naturally against snow, lifts and lodge architecture. The pedestrian base area gives a small structure repeated exposure to the same visitors across a stay, and the park-pavilion reference sits comfortably beside alpine buildings.