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Burberry to launch city experience in Seoul

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Introducing Seongsu Rose, the next stop for Burberry Streets – a series of takeovers that celebrate the art of discovery and exploration in 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.

Immersive experiences, installations and events will unfold in the vibrant Seongsu area of the city – each showcasing the brand’s signatures, such as the rose print and the newly redefined Equestrian Knight Design.

At Seongsu Rose, take a walk through Petal Maze, an installation inspired by the English rose – a motif explored throughout Daniel Lee’s first collection. Brought to life using handcrafted sculpted shapes such as petals, stems and leaves, each element showcases Burberry’s latest Winter 2023 collection. Seongsu Rose will play host to a special opening event on 6 October. 

Seongsu Rose is accompanied by Seongsu Shoe and Seongsu Bottle – two micro pop-ups offering a curated experience of the latest shoes and hot water bottles from the Winter 2023 collection.     

Seongsu Rose brings a taste of Britain to the South Korean capital with a pop-up of Norman’s – a North London café renowned for its British cuisine. Decorated in Norman’s signature aesthetic, the pop-up will serve an all-day selection of British classics throughout the takeover.

Symbols of the house will be seen in multiple locations across the capital. The purple rose print will fly on flags and buildings on the streets of Seongsu.

The series coincides with the highly anticipated launch of Winter 2023, Daniel Lee’s first collection for the brand – now available both in store and online, alongside a redesign of its ecommerce website, marking a new era and creative vision for Burberry.

Burberry Streets will also land in Shanghai in October.

Saturday 7 October – Sunday 5 November   

Address: 73 Yeonmujang-gil, Seongdong-gu, Seoul, South Korea

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