British luxury brand Burberry is homing in on South Korea, with the opening of its ‘Burberry Streets’ initiative in Seoul, before taking the activation to Shanghai this month.
Taking place in the capital’s Seongsu region, the ‘Seongsu Rose’ activation is the latest stop for Burberry Streets – a series of takeovers that celebrate the discovery and exploration of cities worldwide.
“The event merges the brand’s forward-thinking vision with its rich heritage, bringing modern British luxury to life in new and innovative ways,” said Burberry, describing the Burberry Streets initiative.
At Seongsu Rose, visitors can take part in immersive experiences, installations and events, each showcasing the London-based brand’s signature design motifs, such as the rose print and its recently released ‘Equestrian Knight Design’.
Up close, Burberry has set up a Petal Maze, an installation inspired by the English rose – a motif explored throughout creative director Daniel Lee’s first collection for Burberry. Brought to life using handcrafted sculpted shapes such as petals, stems and leaves, each element showcases Burberry’s latest Winter 2023 collection.
Coinciding with the activations, two micro pop-ups — ‘Seongsu Shoe’ and ‘Seongsu Bottle’ — will retail the latest shoes and hot water bottles from the Burberry Winter 2023 collection, while a pop-up of Norman’s – a North London café renowned for its British cuisine– will serve an all-day selection of British classics throughout the takeover.
Furthermore, symbols of the house will be seen in multiple locations across the capital, including a purple rose print which will fly on flags and buildings on the streets of Seongsu.
The Burberry Streets Seoul takeover opens on October 7 and runs until November 5.