Burberry goes on tour with Monogram pop-ups and takeovers

By

Sandra Halliday

Published
Jun 6, 2022

Burberry is taking the marketing of its latest TB Summer Monogram collection on tour for the second year running with a journey around the world in a series of “immersive takeovers” in luxury holiday resort hotspots.

The collection – which has just launched with a campaign fronted by Gisele Bündchen – is a continued celebration of the brand’s heritage and its exploration of the outdoors. This new on-the-spot marketing drive sees it appearing in bespoke iterations at locations including Saint-Tropez and Ibiza in Europe and in Korea and Singapore in Asia.

And in these places the distinctive monogram is being seen on everything from sunbeds to cabanas, parasols, seat cushions, pool areas and more.

It repeats the successful approach taken last year when its takeovers happened in Bangkok, Dubai, Ibiza, Miami, Mykonos and Xiamen.

This year’s takeovers in four countries will be firsts for three of the locations it’s working with, including Loulou Ramatuelle beach club in Saint-Tropez that’s already open.

At each takeover location there's also a Burberry pop-up store offering a selection of pieces from the collection.