ASPEN ACTION: Burberry is popping up at the historic Hotel Jerome in Aspen through Sunday with a curated edit of pieces, including summer 2026 runway styles, heritage collection rainwear, scarves and soft accessories.
The pop-up also has a dedicated Polo Gallery offering an expanded color range of Burberry’s signature shirt style. Over the weekend, a tailor will be available to customize select scarves and trenchcoats with illustrated labels.
The pop-up, in the Aspen Times Room, blends Burberry’s house codes with mountain views and winter sports and recreation. The space features Burberry check rugs and bespoke ice skate‑inspired signage welcoming guests.
The Burberry Knight at Hotel Jerome in Aspen, part of the brand’s long weekend pop-up.
Outdoors, the environment transforms into a winter setting with an ice‑skating rink wrapped in the Burberry check pattern and a bar serving hot chocolate in branded cups.
The Aspen pop-up is the latest in a series of events and activations in the U.S. and Europe.
Ahead of Christmas last year, Burberry wrapped the Bloomingdale’s flagship facade in New York City in a giant, illuminated check scarf.
It also took over The Carousel, the retailer’s revolving pop-up shop on the main floor, for the season, and created an exclusive red-check capsule collection across the women’s, men’s, kids’, fragrance and home categories.
Last summer in Europe, Burberry collaborated with The Newt in Somerset, England, and The Standard in Ibiza, Spain, on a series of branded events, takeovers and pop-ups.
Burberry is landing in Aspen for a four-day pop-up shop.
The Newt is a 2,000-acre working farm and luxury hotel and spa. For that takeover, Burberry came up with a custom check pattern using the signature green of the hotel’s estate. The brand’s signature check pattern was mown into The Newt’s croquet lawn, and also spilled onto the sun loungers and seating areas.
At The Standard, Burberry’s fused its check with the hotel’s signature color — sunny yellow — for the rooftop parasols, loungers and cushions. There was also a big Burberry logo at the bottom of the swimming pool.
In the lobby, a photo booth was covered in the same pattern, while the Check Mate, a Burberry boat, bobbed along the Ibiza shoreline. The takeover also featured curated cocktail evenings, soundtracked by guest DJs spinning from a custom-built booth.
