Burberry at Shanghai K11 Art Mall — Burberry Art of the Trench (2013)

Shanghai K11 Art Mall hosted Burberry's Art of the Trench, moving the trench coat imagery project from its digital platform into a physical venue.

The venue

Shanghai K11 Art Mall occupies a retail complex in the city's central Huangpu district, built around a pairing of shopping floors with dedicated art galleries and rotating cultural installations. Interior circulation routes visitors past atrium displays and exhibition areas rather than along straight storefront rows. The building is normally used for retail, dining and art programming, and its public zones are shaped to carry mounted displays and screen-based media.

How the space was used

During the run, the mall's art-oriented areas carried photographic and digital displays of trench coat imagery, arranged as an immersive walk-through rather than a conventional garment presentation. An opening event was held in the K11 store on the evening of 29 August, with public access from 30 August to 16 September. A parallel presentation ran at L'Avenue, the second venue in the project.

Why it works here

K11 was planned around the idea that visitors will stop for art between shops, so the audience already arrives in viewing mode. That habit suits image-led fashion displays, where large photography and digital screens depend on passing foot traffic and dwell time as much as on a gallery frame.