Burberry at Genting Grand Hotel — Burberry Chongli Pop-up Boutique (2023)

Genting Grand Hotel hosted Burberry’s temporary boutique, a snow-themed retail room for its outerwear collection.

The venue

Genting Grand Hotel is the hotel building within the Secret Garden resort in Chongli, Zhangjiakou, a mountain area used for winter sports and resort stays. The hotel serves guests arriving from the ski slopes and resort village, with indoor circulation linking lobby, hospitality and retail areas. Its position inside a destination resort makes it a place where visitors already move between leisure, equipment and shopping spaces.

How the space was used

A space inside the hotel was converted into a temporary Burberry boutique, open from 10 January to 26 March 2023. The installation was described as a mountain snow house, with the brand’s outerwear collection presented in a snow-like setting. Visitors could enter, explore the collection and use the boutique as an offline check-in point during the winter season.

Why it works here

A resort hotel in a winter-sports destination brings together skiers, day visitors and overnight guests in one indoor complex. A snow-themed outerwear presentation fits that circulation: it catches people already dressed for cold weather and gives them a retail stop without leaving the resort.