Burberry - Imagined Landscapes

On a nature reserve, on an island in the South Korean sea, Burberry set out to create a first of a kind ever immersive brand experience. The brief was to create an ephemeral destination where nature merges with technology, as part of a series of inspirational pop-ups across the globe showcasing their new outerwear collection.

The experience needed to be built fromt scratch on a tight timeframe and run for 3 months, operating seven days a week with minimal intervention.

Our task was to create a digital immersive experience within the heart of the pop up structure, encompassing the walls and floor as a single mapped surface, alongside the design and implementation of the main control room. As a team, Recursive handled all technical aspects of the project from the physical design of the space, through to the approach to digital workflow, the placement of all equipment, and the development of multiple sensors and real time tracking throughout the space for content interaction. We also guided the team of three international artists to ensure the content from three different platforms could seamlessly integrate into one single system. Our design for all of this needed to be based on available rental equipment and at very short notice.

The successful execution of this project resulted in a result for the brand that exceeded client expectations. Despite the tight timeline and logistical challenges, the event opened on time, providing visitors with a unique and captivating experience.

Recursive's design work for the AV system, including the incorporation of 12 projectors with ultra-short throw lenses (which were installed and commissioned by our partner Creative Technology), truss work, and multi-channel audio, created an unforgettable immersive environment. The interactive interface using Microsoft Azure engaged multiple users simultaneously, enhancing visitor interaction.

Although there were initial uncertainties regarding ceiling weight loadings and reliance on external power and cooling sources, these challenges were effectively managed, ensuring a seamless experience for event-goers. Furthermore, the collaboration with a local production/events company ensured the installation, cabling, and technical support were executed flawlessly.