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BURBERRY Celebrates Its First Korean Flagship

BURBERRY Celebrates Its First Korean Flagship October 19, 2015News0 Comments

London, 15 October 2015

When I spent some time in Seoul, I acutally found that the people over there are crazy stylish and they dress very fashionable.

That night, one of our favorite brands called Burberry celebrated the opening of its first ever flagship store in Seoul, located on the dynamic Cheongdam crossroads, with an event showcasing the best of British heritage, craftsmanship and music.

The evening introduced the brand’s new “Personalised for You” in store experience to Seoul, which presents Burberry’s most iconic designs and showcases the expert craftsmanship behind them, placing luxury personalisation at the heart of the experience.

The event was attended by over 500 guests including Jeon Do Yeon, Yoo Ah In, Lee Jung Jae, Song Ji Hyo, Lee Jong Suk, Suzy from Miss A, Zico from Block B, Son Ye Jin, Kim Go Eun, all of whom wore Burberry.

Clare Maguire wearing Burberry

Kim Go Eun

Jeon Do Yeon in Burberry

Jaurim

British singer-songwriter Clare Maguire performed six tracks live at the event; ‘Ain’t Nobody’, ‘Mind Games’, ‘Valley’, ‘Elizabeth Taylor’, ‘Shadows’, and ‘House of Rising Sun’, marking her first performance in Korea. Her set was followed by Korean band Jaurim and a live DJ set by MUSHXXX.

“Burberry in Seoul: Personalised For You”

Guests at the event were invited to discover the intricate craftsmanship behind the brand’s iconic designs live at different stations throughout the store. Personalisation services were also made available at each of the stations, all of which will be extended to customers in store for one week.

Personalisation experiences at Burberry Seoul include:

The Heritage Trench Coat – skilled craftswomen from Castleford in Yorkshire, the home of the heritage Burberry trench coat, demonstrated the most detailed parts of the construction of the iconic design by hand, offering guests the option to monogram their own with two letters in hand applied goldwork cording.

The Scarf Bar – guests were invited to monogram their made-in- Scotland Burberry scarves, available in a selection of colours and prints from the recently launched Scarf Bar.

Signature Bags – exclusive to the new experience, guests could watch a live demonstration of Burberry bag handles being painted by Burberry craftsmen from Italy. Initials could also be hand-painted on two designs: The Banner Bag and The Bucket Bag.

Zico from Block B wearing Burberry

My Burberry – monogramming of the brand’s latest fragrance for women, My Burberry Eau de Toilette and My Burberry Eau de Parfum, with up to 3 initials was available in store.

The Gift Collection – products from the brand’s Regent Street gifting collection were available for immediate personalisation, with debossing carried out by monogramming experts from Burberry’s global flagship in London.

Gift Packaging – Wrapping of all Burberry gifts was available on the evening, using the brand’s iconic honey coloured packaging and a wide selection of exclusive ribbons and gift cards handwritten by a calligrapher in store.

Celebrating the Burberry Seoul Flagship Store

Set over 13 floors in the heart of Seoul, the flagship brings every aspect of the British brand to life in South Korea for the first time. The new flagship is the first standalone home for both the brand’s largest product assortment in the market to date, as well as its Korean headquarters.

Created under the design direction of Burberry Chief Creative and Chief Executive Officer Christopher Bailey, the retail space is designed to offer multi-sensory experiences for customers, featuring exclusive spaces, products and services.

South Korea is a key market for Burberry and its new Seoul flagship is a testament to this commitment to the city and its communities.

photocredits: Burberry / PR

Tags: Burberry, burberry flagship, burberry personalised for you, Christopher Bailey, Clare Maguire, fashion cities, fashion events, Flagship Store Seoul, Jeon Do Yeon, Kim Go Eun, korea, Lee Jong Suk, Lee Jung Jae, Son Ye Jin, Song Ji Hyo, stylish people, Suzy from Miss A, Trends, What We Adore Magazine, Yoo Ah In, Zico from Block B