Standing at the intersection of the busy Cheongsam crossroads is Burberry's new flagship store, its first standalone home for its largest product assortment in the market to date, as well as its Korean headquarters.
The staking of the flag in South Korea is a testament to Burberry's commitment to the South Korea as one of its key markets.
The new building comprises a mixture of event space, entertainment hub and store, as well as office space and showrooms, bringing to mind its winning formula back at Regent Street in London, only MUCH BIGGER.
Created under the design direction of Burberry Chief Creative and Chief Executive Officer Christopher Bailey, the Korean headquarters of Burberry spans 13 floors.
Blending the physical with the digital, the retail space boasts 9 interior video walls and in-store digital screens, complemented by 126 speakers throughout the boutique, showcasing brand content and from time to time, broadcasting live events.
The largest Burberry product assortment for men and women in Korea, including the brand’s Burberry Prorsum runway collection, Burberry London, Burberry Brit, Heritage trench coats, scarves and accessories including large leather goods, are laid out across across 6 rooms, connected by Corinthian stone staircases between different floors.
New highlights include the new offering of the Burberry Scarf Bar, a dedicated area that offers an expanded range of classic and lightweight cashmere scarf designs in over 30 colours and prints. Made in Scotland, the scarves can be personalised with three initials, following the best traditions of monogramming etiquette.
An exclusive limited edition collection of mens and womens trench coats and accessories including the Bucket Backpack and Barrow bag, are available "boutique-only" in Seoul, to celebrate the launch of the store.
Truly, a multi-sensory experience truly awaits the customer at Burberry's Seoul flagship.