burberry-beauty-box-seoulIntroducing the Burberry Beauty Box in Seoul.

British Burberry model and current face of the Burberry Make-up campaign Suki Waterhouse hosted the event to celebrate the opening of the first store in Asia, bringing a new retail concept to Seoul, Korea.

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 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.

Created under the design direction of Chief Creative and Chief Executive Officer, Christopher Bailey, the space offers customers the choice to interact with the British luxury brand 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 the Prorsum runway shows

Established in 1856, Burberry is a global British luxury brand with a heritage of innovation, craftsmanship and design. The business comprises 5 divisions: menswear, womenswear, childrenswear, accessories and beauty.