HEADING TO ASIA: Burberry has unveiled its first Burberry Beauty Box store in Asia, with a unit in Seoul. On Thursday night, the label marked the opening with an event hosted by Suki Waterhouse, the current face of Burberry’s makeup campaign.

The space takes inspiration from the flagship Beauty Box in London’s Covent Garden, and is filled with digital features, such as a digital screen in the shape of Burberry’s check that spans one of the store’s windows and plays video content. There also is a digital nail and lip bar that allows customers to virtually try on different shades using RFID technology and a screen showcasing the My Burberry fragrance.

This story first appeared in the December 22, 2014 issue of WWD. Subscribe Today.

The store, Burberry’s second Beauty Box, will carry the label’s complete makeup line, along with fragrances for men and women and accessories such as eyewear, scarves and small leather goods. Like the London store, the Seoul boutique offers services including the Beauty Box Bar, whereby customers can combine complementary makeup, fragrance and accessories as gifts, along with services such as beauty and fragrance consultations.

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