Fashion meets culture: Burberry's new flagship and headquarters in Seoul

Fashion meets culture: Burberry's new flagship and headquarters in Seoul

Melting pot

Text: Andrea Sim

In part designed by Christopher Bailey, the brand's new flagship store brings fashion and culture together under one roof

Situated at the Cheongdam intersection in Seoul, Burberry's latest establishment is a beacon of British luxury marked by its facade in their heritage checks. It's home to the city's largest product selection and the 13-floor metal edifice stocks all the main collections: Prorsum, London, Brit, and Heritage for both men and women. 

Also in store are their finely crafted accessories; there you'll find a range of bags, shoes, watches and eyewear scattered across six spacious rooms, including the brand's famed Scarf Bar. And, if you know your way into the inner circle, you'll never truly shop alone with the Burberry Private Clients lounge that offers a personalised store experience

What's more, the luxurious building was also designed to host music — an intergral part of the brand for Burberry —  film, theatre and art events, with showrooms and office space to boot apart from its retail section. Facilities to support two-way livestreaming of events with Burberry's iconic Regent Street store in London is also fired up and ready to go. A shopaholic's fantasy? Check. A cultural hub? Check. Step into the newly minted space for a portal to the brand's very core. 

To kick off the opening, a limited edition collection of trench coats and accessories (the Bucket backpack and Barrow bag for men included) have been produced exclusively for the city — be on the lookout for that gorgeous laser-cut leather Bucket bag with floral appliqués that's worth crossing borders for. 

Destination unknown? Here's a well good reason why you should make your way to Seoul.

Burberry's new flagship store and headquarters is located at 459 Dosandaero, Gangnam-gu, Seoul. In celebration of the unveiling, an in-store event with live music performances by Claire Maguire and Korean band Jurim will take place on 15 October.