Burberry is creating a special seasonal collaboration with French department store Printemps for the holidays on the theme of ‘Noel Voyage Magique’ (‘magical Christmas journey’) extending across campaign materials, décor, special products and a pop-up store.
The two fashion institutions are hoping to tie together some classic London and Paris Christmas traditions, and the main pop-up will appear at Printemps on boulevard Haussmann in Paris this November, with store windows, the facade and the central atrium of the department store all dressed up for the occasion.
‘Noël, Voyage magique par Burberry’ will tell the story of a little boy and his teddy bear and their magical journey from the Burberry flagship at 121 Regent Street in London all the way to Printemps in Paris.
The Printemps windows will feature their first-ever interactive digital experience (très Burberry, of course), which will let shoppers use their smartphones to control the action. There will also be a limited edition capsule collection with a mix of prêt-à-porter, accessories, and special collectables. Beauty fans aren’t left out either, with gifts including a custom version of the My Burberry fragrance decorated with a hand-tied red knot, and a makeup set with nail varnish and powder.
Printemps has previously collaborated with brands including Prada, Dior, Chanel, and Lanvin, while the Kenzo Loves Printemps pop-up project is currently in place in the store.