LONDON — Burberry is taking its Streets idea to Seoul, the place it plans to supply style, meals, and particular retail experiences showcasing Daniel Lee’s first assortment for the model.
Burberry Streets made its debut final month in London with the model staging quite a lot of public-facing installations and road transformations.
It turned the Bond Avenue tube station into Burberry Avenue, wrapping it within the new blue branding and Equestrian Knight design.
It additionally teamed with the north London café Norman’s to supply a sequence of British breakfast classics to London Trend Week company. There was even somewhat Norman’s meals truck parked exterior Burberry’s present in Highbury Fields, north London.
In Seoul, Burberry is constructing on Streets with a challenge referred to as Seongsu Rose, which runs from Saturday to Nov. 5.
A have a look at Burberry’s devoted water bottle pop-up in Seoul.
A sequence of immersive experiences, installations and occasions will unfold within the up-and-coming Seongsu space, standard among the many metropolis’s youth.
The Seongsu Rose hub, at 73 Yeonmujang-gil Seongdong-gu, is positioned in an unlimited former manufacturing facility house. The centerpiece would be the Petal Maze, an set up impressed by the English rose, a brand new motif that options large in Lee’s collections.
Burberry’s Seongsu Rose hub.
The U-shaped house showcases the rose print — inside and out of doors — whereas the interactive maze options handcrafted, sculpted shapes reminiscent of petals, stems and leaves. They function a backdrop for Burberry’s fall 2023 assortment, with areas devoted to sneakers, baggage and ready-to-wear.
The challenge is an enormous one. The model’s chief govt officer Jonathan Akeroyd and chief inventive officer Lee will each be attending a particular opening occasion on Saturday.
The momentary house can even host a pop-up of Norman’s, and has been adorned within the café’s signature aesthetic. It should serve an all-day choice of British classics with an area twist.
Burberry has taken Norman’s to Seoul as a part of its Streets challenge.
The Norman’s cooks have been working with their native counterparts for weeks to develop a particular menu for the native viewers. The café’s specialties, which embrace chips, eggs and beans, have been ready and styled to appear to be little jewels.
Outdoors the primary house there can be two smaller pop-ups: Seongsu Shoe and Seongsu Bottle, providing footwear and sizzling water bottles, respectively, from the autumn 2023 assortment.
As well as, a purple rose print will fly on flags and buildings on the streets of Seongsu whereas Burberry symbols can be seen in a number of places throughout the capital.
South Korea is a strong marketplace for the model. Within the first quarter of fiscal 2023-24, gross sales had been up 6 % at Burberry’s many shops and retail places within the area.
The subsequent cease for Burberry Streets is Shanghai, with the takeover set to open later this month. Streets can even transfer to New York Metropolis later this 12 months.
