Barbour Icons in quilting pop-up
Bringing the British countryside to London
For 30 years the Barbour Liddesdale has been a cornerstone of winter wardrobes. Celebrated for it’s timelessness and signature diamond quilt, the Liddesdale is one of the brands most iconic jackets.
In honour of this milestone, Barbour wanted to create an interactive showcase that whisked Londoner’s away to the countryside so synonymous with the Barbour way of life.
Brand Strategy
At Barbour, honouring their heritage inspires their future. Through all of Barbour’s Marketing, it is clear that they sell a lifestyle, so the very essence of heritage design and the Barbour way of life needed to be weaved throughout the experience.
Creative Concept
A giant quilted cube appeared in Covent Garden, transporting people from busy central London, to rural rolling hills. Inside, LED walls told the story of Barbour’s long-standing dedication to craftmanship, quality and community. Built-in motion sensors allowed visitors to trigger content of the countryside, allowing them to explore without muddying their boots.
On display were restored and reimagined Liddesdale jackets, designed by Paul Smith, Baracuta, David Gandy and even a playful feature of Shaun the Sheep. The Barbour coffees served from a quilted Land Rover was the perfect touch to make Autumn in London a lot cosier.
Impact
Alongside strong footfall and revenue uplifts, the social legacy of the pop-up was instantly clear, with over 19.3K likes on Barbour’s social channels and over 43.9K views on Covent Garden’s related content. The experience was featured in various publications for retail lovers, including Shop Drop Daily.
.png)