Burberry is debuting a pop-up store in Tokyo that highlights the history of its trench coat, featuring an immersive experience and limited edition pieces as part of its latest campaign.

Burberry is set to debut a pop-up store at The Stage on the first floor of Isetan Shinjuku, aimed at celebrating the rich history and evolution of its iconic trench coat. The event aligns with the brand’s latest campaign entitled “It’s Always Burberry Weather: London in Love,” which emphasizes themes of “LOVE,” “LIFE,” and “RAIN.” These concepts are intricately woven into a narrative composed of seven films inspired by British romantic comedies, which collectively portray an urban story.

The pop-up will include an immersive experience that merges storytelling with music, designed to reflect Burberry’s creative and cultural ethos. This experiential approach seeks to engage visitors in a unique way, offering more than just a shopping opportunity.

In addition to the immersive experience, the pop-up will feature a limited edition of 100 specially restored vintage trench coats. These exclusive pieces, produced prior to 1999, have undergone significant repair and cleaning at Burberry’s factory in Castleford, Yorkshire. Each coat bears a tag with a serial number and comes with a necklace inscribed with the phrase “Proudly restored by Burberry.” This initiative highlights the brand’s commitment to sustainability and heritage.

Customers will also have the chance to purchase trench coats from the Heritage Trench Collection, alongside offerings from the 2025 Summer Collection. Burberry trench coats are well known for their water-repellent cotton gabardine and distinctive Burberry check lining, characteristics that have solidified their status as a quintessential piece of British fashion. Each trench coat is crafted by artisans, with a history spanning over a century, reflecting the enduring appeal and craftsmanship involved in creating classic British style.

Source: Noah Wire Services