RECEIVING worldwide recognition for its London-based series of immersive experiences and installations, Burberry has announced that its city-wide Burberry Streets takeover has just landed in Seoul.
Having previously converted London’s Bond Street into Burberry Street, the British heritage brand has now decided to expand its presence and offer a wide selection of opportunities in the South Korean capital.
Combining luxury fashion with art, Burberry has unveiled numerous interactive activities for visitors to the Seongsu area of the city.
Burberry Seoul Takeover
Drawing upon the brand’s English rose motif, one can take a walk through the Seongsu Rose Petal Maze – a site-specific installation intended to showcase themes and floral imagery from Burberry’s autumn-winter 2023 collection.
Featuring hand-sculpted petals, stems and leaves, the Petal Maze acts as the pièce de résistance for Burberry Streets’ Seoul iteration.
Additionally, Burberry has decided to continue its somewhat controversial collaboration with North London’s favourite café, Norman’s. Visitors to Seongsu Rose will be able to indulge in British culinary classics thanks to a pop-up café experience, which will be available throughout the entire takeover.
Burberry Seoul Takeover
Alongside Seongsu Rose, two alternative micro pop-ups – Seongsu Shoe and Seongsu Bottle – exhibit the latest shoes and hot water bottles from AW23. Those with a keen eye may also notice purple rose print flags adorning various buildings and establishments within the Seongsu region.
Exhibiting a variety of the brand’s signature codes, Burberry aims to bring Daniel Lee’s vision for the brand to life. Following the launch of the AW23 collection, the events mark a new era and timeline for Burberry alongside the arrival of their newly re-designed e-commerce site.
by Sophie Richardson
Taking place from October 7th to November 5th, the city experience will indubitably demonstrate Burberry’s worldwide allure.