Burberry at Shenyang MixC — Burberry 2024 Outerwear Pop-up (2024)

Shenyang MixC hosted a Burberry 2024 outerwear pop-up across its Northeast and Phase III plazas.

The venue

Shenyang MixC is a shopping mall in Shenyang. Its venue combines indoor retail levels with outdoor plazas, including the Northeast Plaza and Phase III Plaza, which are used for public circulation, events and brand installations. These open-air areas sit alongside mall entrances and retail frontage, placing temporary builds at the boundary between the street and the mall interior.

How the space was used

For Burberry's 2024 outerwear collection, the Northeast and Phase III plazas were used as a temporary boutique. The installation presented trench coats, bomber jackets and down jackets, supported by advertising imagery, window displays and in-store activities. Its design drew on English landscapes, bringing outdoor references inside. Circulation connected the two plaza installations with the mall's retail frontage, creating an immersive shopping route.

Why it works here

Outdoor plazas at a shopping mall give a fashion brand visibility and natural foot traffic while allowing a controlled temporary build. The dual-plaza setup separates display and entry points, and the mall's retail context supports try-on and purchase rather than a purely promotional stop.