Seoul, South Korea, recently became home to a new Burberry Flagship store decorated with the brand's iconic tartan design. In recent years, a number of luxury retailers have opened flagship stores in South Korea. The new Burberry outlet demonstrates the growing demand for luxury fashion and the ongoing popularity of heritage brands in the country.
The new Burberry flagship was overseen by CEO Christopher Bailey, who wanted the store to reflect the brand's long-standing British heritage. As a result, the entire 13-story building is covered in the same tartan pattern used to make the brand's iconic trench coats and scarves. Unlike traditional Burberry stores, the flagship is more than just a place for shopping. Indeed, the building is designed to bring the brand to life with multisensory experiences and exclusive services. This is achieved through the use of physical and digital installations that showcase brand content and stream live events.
With everything from office spaces to showrooms, the new Burberry flagship demonstrates how luxury retailers can create an immersive retail experience for customers.