# Tartan-Clad Flagships The New Burberry Flagship Store Bring British Designs to Korea By Katherine Pendrill | Published 2016-05-18 | Luxury Source: Trend Hunter, https://www.trendhunter.com/trends/burberry-flagship References: [insideretail.asia](https://insideretail.asia/2015/10/05/burberry-seoul-flagship-opens/) & [burberryplc](http://www.burberryplc.com/media_centre/press_releases/2015/burberry_celebrates_its_first_korean_flagship_with_a_new_in_store_experience_showcasing_the_brands_british_heritage_and_craftsmanship) Seoul, South Korea, recently became home to a new [Burberry](https://www.trendhunter.com/trends/burberry-streets) 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](https://www.trendhunter.com/trends/brand-experience-space). 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. ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 48% | Activity: 25% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Luxury](https://www.trendhunter.com/luxury) > [Luxury Fashion](https://www.trendhunter.com/luxuryfashion) ## Key Themes ### What's Driving This Trend - **Immersive Retail Experience:** Luxury retailers can create immersive retail experiences for customers by using physical and digital installations to showcase brand content and stream live events. - **Growing Demand for Luxury Fashion:** There is a growing demand for luxury fashion in South Korea, as demonstrated by the opening of flagship stores by luxury retailers. - **Popularity of Heritage Brands:** Heritage brands like Burberry remain popular in South Korea, as seen with the new Burberry flagship store decorated with the brand's iconic tartan design. ### Who This Affects Most - **Luxury Retail:** The luxury retail industry can capitalize on the demand for immersive retail experiences and the popularity of heritage brands. - **Fashion:** The fashion industry can leverage the growing demand for luxury fashion and the ongoing popularity of heritage brands. - **Retail Design:** The retail design industry has opportunities to create immersive retail experiences through the use of physical and digital installations. ## Related on Trend Hunter - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Sculptural Luxury Fashion Stores](https://www.trendhunter.com/trends/new-store-in-milan.md) - [Minimally Designed Fashion Boutiques](https://www.trendhunter.com/trends/burberry-store.md) - [Color-Accented Flagship Stores](https://www.trendhunter.com/trends/valentino-flagship-stores.md) - [Immersive Flagship Tech Stores](https://www.trendhunter.com/trends/new-bond-street.md) - [Raw Architecture-Inspired Retail Interiors](https://www.trendhunter.com/trends/balenciaga-flagship-store.md) - [Luxury Designer Cafe Takeovers](https://www.trendhunter.com/trends/burberry-takes-over.md) - [Two-Storey Luxury Retail Locations](https://www.trendhunter.com/trends/flannels.md) - [South Korean Store Expansions](https://www.trendhunter.com/trends/palace-skateboards-3.md)