Burberry is taking its ‘Streets’ project to Seoul, South Korea, as part of a worldwide campaign to promote Daniel Lee’s debut collection for Fall 2023, which was first showcased at London Fashion Week in February of this year.
The project, which launched in London’s Bond Street tube station last month, is a series of public-facing installations and street transformations that aim to bring the brand’s heritage and modernity together.
In Seoul, the ‘Streets’ project will include a temporary space called Seongsu Rose, as well as two smaller pop-ups. Seongsu Rose will be located in the Seongsu neighborhood, which is known for its trendy cafes, boutiques, and art galleries.
The space will be open from October 7 to November 5 and will feature a mix of “fashion, food, and special retail experiences,” as well as a dedicated space to showcase Lee’s new collection.
“The centerpiece will be the Petal Maze, an installation inspired by the English rose, a new motif that features big in Lee’s collections,” WWD first reported.
“The U-shaped space showcases the rose print — inside and outside — while the interactive maze features handcrafted, sculpted shapes such as petals, stems and leaves. They serve as a backdrop for Burberry’s Fall 2023 collection, with areas dedicated to shoes, bags and ready-to-wear.”
Why Seoul?
Seoul is a natural choice for the next stop on Burberry’s ‘Streets’ tour. The city is a global fashion capital, and Burberry has a strong presence in the South Korean market. Seoul is a city that is constantly evolving, and its mix of tradition and modernity is perfectly aligned with Burberry’s brand values.
What to expect at the Seongsu Rose space
The Seongsu Rose space will be a must-visit for any fashion-goer in Seoul. Visitors will be able to shop the new collection, get personalized styling advice from Burberry experts, and enjoy a variety of food and drink options, including the special menu created by Norman’s.
The Norman’s collaboration
One of the most unique aspects of the Seongsu Rose space will be a pop-up collaboration with Norman’s, a popular British café known for its classic dishes like fish and chips, eggs and beans, and full English breakfasts.
The Norman’s chefs have been working with their local Seoul counterparts for weeks to develop a special menu for the Burberry pop-up, which will feature the café’s signature dishes prepared and styled to look like little jewels.
