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June 21, 2024

After London, Burberry Streets takes its concept to Seoul

Arushi Sakhuja
Luxury brand, Burberry is at the helm of innovation with its newly launched campaign Burberry Streets. A fresh and experiential perspective to connect consumers with the brand ideology. Kickstarting in London in September, Burberry Streets is a series of takeovers that celebrate the art of discovery and exploration in cities worldwide. The takeovers merge the brand’s forward-thinking vision with its rich heritage, bringing modern British luxury to life in new and innovative ways. This series coincides with the highly anticipated launch of Burberry Winter 2023 marking Daniel Lee’s first collection for the brand, a new era and creative vision for Burberry.
Burberry Streets
Photo Courtesy: Burberry
In an official release, Rod Manley, Burberry’s Chief Marketing Officer, said, “We are so excited to see Daniel’s first collection arriving in-store and online. With our redesigned website, new brand signifiers across product and branding and the launch of our global Burberry Streets initiative here in our home market, we’re looking forward to sharing the new Burberry world with our clients.”
Immersive experiences, installations and events will unfold across every city the campaign touches – each showcasing the brand’s signatures, such as seasonal check-in knight blue, rose print, and the newly redefined Equestrian Knight Design. In addition, symbols of the house will be seen in multiple locations across the cities.
London Burberry Streets
Photo Courtesy: Burberry
Burberry Streets
Photo Courtesy: Burberry
British luxury House Burberry kicked off Burberry Streets with an immersive city-wide takeover that debuted at London Fashion Week. In London, Burberry took over Norman’s, the North London café renowned for its British cuisine. The café was decorated in signature blue check and during London Fashion Week, a travelling Norman’s food truck made an appearance on The Strand and Duke of York Square. Flags featuring the new rose print were artistically placed on Bond Street and Piccadilly’s screens were lit up with videos from the Winter 2023 campaign. The Equestrian Knight took to the streets in the form of chalk stencils on paths and in parks – and London’s iconic black taxis were also wrapped in Daniel Lee’s English rose print.
Norman's Cafe
Photo Courtesy: Burberry
On October, 7 Burberry Streets landed at its next destination, Seoul celebrating South Korea’s capital city.  Dubbed Seongsu Rose, Burberry’s installation appeared in Seoul’s Seongsu district. The creation is flooded with Burberry signatures, presenting a Petal Maze installation inspired by the English rose. Adding allure to the district are blooming sculptures which celebrate Lee’s Winter 2023 collection.
Seoul Burberry Streets
Photo Courtesy: Burberry
Temporary pop-ups accompany the previous, allowing guests to experience the brand’s new shoes and hot water bottles. After taking over  Norman’s Cafe in North London, Burberry will bring British treats to Seoul with an exclusive restaurant pop-up.
Burberry Streets will stay in Seoul till November 5 before going to its next destination, Shanghai.

Arushi Sakhuja

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