Burberry Alpine Pop Up Lands in Chongli Featuring Year of the Horse Collection

Burberry’s Chongli pop up brings the brand’s Year of the Horse story onto the slopes, combining an exclusive Lunar New Year capsule with a heritage driven alpine installation in one of China’s key ski destinations. Positioned as a limited time retail experience inside the resort, the space leans on both Burberry Check iconography and archival design cues to speak to local luxury skiers and global brand followers.

Heritage on the Mountain

The Chongli activation marks Burberry’s latest move to localise its Lunar New Year storytelling in a market where immersive retail is becoming a core strategy. The pop up highlights the Year of the Horse collection within the resort itself, aligning the brand’s Chinese New Year focus with the country’s growing winter sports culture.​

A key visual in the space is a redesigned Burberry Clock, a reference to a clock feature from the brand’s former London flagship store dating back to the late 1930s. The installation links alpine scenery with British retail history, positioning the pop-up as both a commercial site and a heritage touchpoint for visitors.

Year of the Horse Spotlight

The Chongli store showcases Burberry’s exclusive Year of the Horse collection alongside selected outerwear pieces, bringing a campaign led capsule into a destination setting. The wider collection is grounded in red tones and seasonal Burberry Check, with the Equestrian Knight motif reinterpreted through watercolour and ink inspired artwork across ready to wear and accessories.

Women’s and men’s Year of the Horse capsules span outerwear, knitwear, jersey, and gifting-focused accessories such as bags, scarves, sneakers, sunglasses and charms, all built around the seasonal Check and Knight graphics. By placing this edit on the slopes, Burberry connects Lunar New Year gifting with winter travel and resort dressing at a moment when Chinese domestic tourism remains a strategic retail channel.

Design Details on Site

Visually, the Chongli pop up is anchored by a Burberry Check ski lift outside the space, turning a functional resort element into a branded landmark for skiers and visitors at the resort. Inside and around the structure, the redesigned clock and signature Check create a cohesive environment that ties back to the brand’s broader Year of the Horse storytelling.

Across China and the Asia Pacific, the same seasonal narrative extends into windows created with British hand-painted wallpaper brand de Gournay, which uses Xuan paper inspired artwork by Chinese artist Liao Wenjun. That approach points to a coordinated visual strategy: linking in-store scenery, pop up architecture, and campaign imagery under one Lunar New Year theme.

Dates, Access, and Audience

The Chongli pop up is open until 29 March inside the ski resort, framing it clearly as a seasonal, limited-time format aligned with the Lunar New Year calendar.

For luxury shoppers, skiers, and brand collectors, this is another example of high end labels using alpine destinations and holiday travel hubs as testing grounds for experiential retail tied to capsule collections. For Burberry, Chongli’s slopes offer a live stage where heritage symbols like the clock and Check ski lift can meet performance outerwear and festive gifting, in front of a regional audience that is central to the brand’s growth plans.