Burberry debuts new concept in Asia

Luxury brand Burberry has introduced its Beauty Box concept to Korea in an Asian first.

The new store in Coex Mall draws inspiration from the Burberry Beauty Box flagship in London’s Covent Garden, blurring fashion and beauty in an innovative format.

The Burberry Beauty Box offers make-up including Burberry Eyes, Lips, Face and Nails, fragrances for men and women including My Burberry, and luxury accessories including eyewear, scarves and small leather goods for women.

Burberry in Korea 6- 1214

Created under the design direction of chief creative and CEO Christopher Bailey, the space offers customers the choice to interact with the world of Burberry Beauty and accessories through physical and digital experiences.

  • The My Burberry Digital Experience enables customers to digitally interact with a large screen to discover the scent, explore the craftsmanship, watch the My Burberry campaign video and create their own virtual monogrammed bottle.
  • The Digital Lip & Nail Bar that offers a playful virtual experience for trying on the latest Burberry Lips and Nail shades. By placing a Burberry nail polish or lip shade onto an RFID-enabled platform, customers can choose their skin-tone and virtually experience the selected shade.
  • A custom-built digital screen in the shape of the iconic Burberry check showcasing bespoke content on the exterior façade.
  • A 95” screen that broadcasts Burberry Prorsum runway shows.

The store is split into zones:

The Burberry Beauty Box Bar: The gifting hub of the store, the bar offers a unique, tailored gifting service for make-up, accessories and fragrance. Assisted by a dedicated Beauty Stylist, customers can mix and match products – as gifts, or for themselves.

Burberry in Korea - 1214

Monogramming for My Burberry: An in-store monogramming service for My Burberry, the new fragrance for women.

Burberry in Korea 5 - 1214

Beauty Styling: Bespoke consultations for makeup and fragrance, inspired by the Burberry signature looks: Nude Glow, English Rose and Brit.

Burberry in Korea 4 -1 214

The Make-up Master Class: Expert sessions to showcase application tips and techniques created by Burberry Make-up Artistic Consultant Wendy Rowe.

Burberry in Korea 2 - 1214

Fragrance Discovery: One-to-one consultations lasting 20 minutes, to explore the Burberry fragrance collection and discover your perfect scent.

Burberry in Korea 3 - 1214

Beauty Refresh: Express one-to-one service to refresh and enhance the skin, eyes and lips using products selected from the full Burberry make-up collection.

Burberry in Korea 1 - 1214

 

You have 7 articles remaining. Unlock 15 free articles a month, it’s free.