Burberry at Genting Snow Park — Burberry Chongli Pop-Up Store (2025)

Genting Snow Park in Chongli hosted a one-day Burberry pop-up store at the start of the 2025 winter ski season.

The venue

Genting Snow Park is a mountain resort in Chongli, Zhangjiakou, in the hills north of Beijing. Its base area gathers lift terminals, equipment rental counters, ticket halls, restaurants and lodging within walking distance, with the slopes rising directly behind. In winter the site runs as a ski destination; outside the season it operates as a high-altitude resort and event ground.

How the space was used

For this project the resort hosted a one-day Burberry pop-up on 21 November 2025. The store occupied a temporary footprint in the base area, where skiers move between lifts, rental counters and resort buildings. Internal layout, footprint and fittings are not verified in the record. The format put outerwear and accessories along the arrival route at the start of the season.

Why it works here

Ski resorts concentrate a winter-dressed audience inside a compact base area, generating repeated foot traffic across a single day. Outerwear brands fit this setting because visitors are already wearing and comparing insulated layers. A short pop-up matches the venue's seasonal rhythm, meeting guests at arrival and departure instead of requiring a permanent retail unit.