Burberry at Songhua Lake Resort — Burberry 2022 Outerwear Pop-Up (2022)

Songhua Lake Resort hosted a Burberry outerwear pop-up for the 2022 collection.

The venue

Songhua Lake Resort is a mountain resort in Jilin's Fengman District, set around a ski area and winter recreation zone. The venue is normally used for skiing, snowboarding and seasonal resort activity, with slopes, lifts and service buildings forming its daily circulation. Its base area and cabin-style structures give brands a winter setting outside the city centre, connected to the mountain landscape rather than a retail street.

How the space was used

For the project, the resort hosted a temporary Burberry retail space inspired by a snow-field cabin. The pop-up presented the 2022 outerwear collection inside a built environment keyed to the winter setting, with the cable car acting as a route into the space. A coffee service offered Thomas Burberry-inspired latte art, adding a hospitality point within the visit.

Why it works here

A ski resort suits a winter outerwear launch because visitors are already dressed for and moving through cold-weather conditions. The mountain setting gives the collection a functional backdrop, while the cabin reference ties the temporary build to the resort's architecture and the cable car route brings footfall past the activation.