EXCLUSIVE: Burberry Takes Its ‘Streets’ Venture to Seoul, Together with Norman’s British Café

LONDON — Burberry is taking its Streets idea to Seoul, the place it plans to supply vogue, 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 a wide range 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 collection of British breakfast classics to London Vogue Week company. There was even just a little Norman’s meals truck parked outdoors 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 collection of immersive experiences, installations and occasions will unfold within the up-and-coming Seongsu space, widespread among the many metropolis’s youth.

The Seongsu Rose hub, at 73 Yeonmujang-gil Seongdong-gu, is positioned in an enormous former manufacturing unit house. The centerpiece would be the Petal Maze, an set up impressed by the English rose, a brand new motif that options huge in Lee’s collections.

The U-shaped house showcases the rose print — inside and out of doors — whereas the interactive maze options handcrafted, sculpted shapes akin to 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 a giant one. The model’s chief govt officer Jonathan Akeroyd and chief artistic officer Lee will each be attending a particular opening occasion on Saturday.

The momentary house may even host a pop-up of Norman’s, and has been embellished within the café’s signature aesthetic. It is going to serve an all-day collection of British classics with a neighborhood twist.

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 shall be two smaller pop-ups: Seongsu Shoe and Seongsu Bottle, providing footwear and scorching 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 shall be seen in a number of areas throughout the capital.

South Korea is a sturdy marketplace for the model. Within the first quarter of fiscal 2023-24, gross sales have been up 6 % at Burberry’s many shops and retail areas within the area.

The subsequent cease for Burberry Streets is Shanghai, with the takeover set to open later this month. Streets may even transfer to New York Metropolis later this 12 months.