Burberry at Eastern Suburb Memory — Burberry English Slow Travel Pop-up (2024)

Eastern Suburb Memory’s outdoor lawn hosted a temporary Burberry pop-up built around a slow walking route.

The venue

Eastern Suburb Memory is a cultural and creative park in Chengdu, and Dongshan Music Square is an outdoor music plaza within it. The lawn area is open and flat, suited to temporary structures, with surrounding park buildings and pedestrian routes. It sits within the park’s public realm rather than inside a retail building, and is normally used for outdoor gatherings and cultural programming.

How the space was used

For this pop-up, the lawn held temporary brand installations: a custom newspaper kiosk, a food truck and park benches arranged as photo and interaction points. Visitors moved between these elements and nearby partner shops in the park using a map. The layout combined an outdoor checkpoint area with routes into existing tenants, turning the lawn into a starting point for a slow walking trail.

Why it works here

The park’s outdoor public realm suits a low-pressure, social format that depends on browsing and walking rather than counters. A lawn and plaza allow temporary kiosks and seating to sit alongside existing cultural venues, and the presence of park tenants lets a brand extend a trail beyond a single footprint.