First Burberry Beauty Box opens in Asia
Burberry has chosen Seoul as the location for its first Burberry Beauty Box store in Asia.
The design of the new store in Coex Mall draws inspiration from the Burberry Beauty Box flagship in London’s Covent Garden.
Created under the design direction of chief creative and chief executive officer Christopher Bailey, the store offers customers a range of physical and digital experiences.
Services include gifting hub The Burberry Beauty Box Bar, an in-store monogramming service for the My Burberry scent, bespoke consultations for make-up and fragrance, and make-up makeover classes.
In addition, customers are given the chance to create their own virtual monogrammed bottle of scent and can virtually “try on” lip and nail shades through a digital lip and nail bar.
The store also features a custom-built digital screen in the shape of the iconic Burberry check showcasing bespoke content on the exterior façade and a 95” screen that broadcasts Burberry Prorsum runway shows.