Burberry Streets initiative moves on to Seoul

​​The next stop in Burberry’s Streets initiative sees it moving on from London and launching in Seoul, South Korea, on 7 October, running until 5 November. 

The Seoul leg of the tour, dubbed Seongsu Rose, will (as in London) feature immersive experiences, installations and events – each showcasing the brand’s signatures, such as the rose print and the newly redefined Equestrian Knight Design.

It’s centred on the Seongsu Rose hub, at 73 Yeonmujang-gil Seongdong-gu, in a huge space that was once a factory.

At Seongsu Rose, visitors will be able to take a walk through Petal Maze, an installation inspired by the English rose, which is a big focus for Daniel Lee’s first collection. 

Here it’s brought to life using handcrafted sculpted shapes such as petals, stems and leaves, showcasing the Winter 2023 collection. 

The space is also hosting a special opening event on 6 October. 

Seongsu Rose is accompanied by Seongsu Shoe and Seongsu Bottle – two “micro pop-ups offering a curated experience of the latest shoes and hot water bottles from the collection”.

Given that Burberry is focusing heavily on its Britishness under Daniel Lee, one of the key features from the London launch leg of Burberry Streets is also included. 

A pop-up of Norman’s – the North London café known for its British cuisine — is decorated in Norman’s signature aesthetic and will serve an all-day selection of British classics throughout the takeover.

Again, as with London, the takeover moves beyond the main hub with symbols of the house being seen in multiple locations across Seoul. The purple rose print will fly on flags and buildings on the streets of Seongsu.

This month will also see Streets going live in Shanghai.