Burberry is hosting a pop-up store at Isetan Shinjuku, focusing on the brand's iconic trench coat. With over 100 years of history, Burberry's trench coat is a statement piece of outerwear known for its effortless style and expert construction.

© Courtesy of Burberry
Created in collaboration with Tokyo-based Japanese creative unit SPREAD, the pop-up store evokes emotion through color, shape and texture.

"We are thrilled to host this pop-up store, shining a spotlight on Burberry's iconic trench coat. This pop-up store, a first for the brand, was developed in collaboration with the Japanese creative unit SPREAD to dramatically express the heritage of the Burberry trench. We hope that by experiencing more than 100 years of history of the Burberry trench in this art space, customers will be inspired in every way."

Claudia Kim, CEO, Burberry Japan


In this immersive space, visitors will experience a journey from the past, present, and future of the trench coat. The iconic drape of the gabardine, invented by founder Thomas Burberry and still used today, is the fabric of the trench coat.

"This installation begins with the image of people walking around in trench coats. How could Burberry's tradition and our use of color coexist beautifully within this space? The answer was gabardine, the material used in Burberry trench coats. The lines of the fabric symbolize the stories of the people that Burberry has woven, expressing their way of life, passion, resolve... the dynamism and tension of human beings. The beige gabardine that runs from one end of the space to the other represents the multifaceted journey of the timeless trench coat. The yellow, green, and red colors that accompany the gabardine and draw graceful curves under the force of gravity depict the active life and landscapes that accompany the trench coat." "

SPREAD Haruna Yamada and Hirokazu Kobayashi


In-store, customers can choose a trench coat to suit any style and taste, spanning three themes: "Trench Restored," "Heritage Refresh," and "Modern Rainwear." In addition, trench coat artisans from Burberry's Castleford factory will be visiting Japan to offer exclusive personalization services.

The pop-up store will be open from February 8th to 20th, 2023, at Isetan The Space on the second floor of the main building of Isetan Shinjuku.
© Courtesy of Burberry
© Courtesy of Burberry
THE COLLECTION
The pop-up store will showcase a selection of classic heritage trench coats crafted from Burberry's wrinkle-resistant bespoke gabardine, woven in-house in its Yorkshire mill. The Kensington is an archive-inspired style updated with modern proportions. The Waterloo has a longline silhouette perfect for layering. The Chelsea is our slimmest yet, featuring narrow shoulders and a nipped waist. The Camden is a classic car coat designed with a soft, tailored silhouette.

Burberry has restored and revived 78 individually numbered vintage trench coats from the 1960s to 1990s, and these will be available exclusively at the pop-up store.

Personalization options include monogramming with embroidered initials and a variety of patches and buttons. Patches feature the italic Burberry logo, a knight on horseback design, and a Union Jack motif, available in black, choir blue, and honey.

© Courtesy of Burberry