Eccentric Sensibility: Mulberry launches immersive experiences across Seoul

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Whilst the fashion industry is poised for S/S 19 to hit the catwalks calendar with full force, A/W 18 is rolling out on the shop floor.

Brands are having to becoming increasingly disruptive to cut through the noise and capture the attention of their audience, particularly if they’ve bypassed a ‘see-now, buy-now’ format, and can’t rely on the hype of catwalks to carry a collection to commercial success.

As experiential retail continues to resonate well with consumers, Mulberry is taking its Autumn Winter 18 collection out east to South Korea, with a series of immersive experiences across Seoul.

“At a time when we are focussing on international growth, this moment will elevate our strong distribution network in South Korea” says Mulberry CEO Thierry Andretta, “[it] offers a new opportunity to speak directly to a younger, digitally-savvy generation in this important market”.

Taking over the K Museum of Contemporary Art, the brand launches ‘Eccentric Sensibility’, a four-day series of events celebrating A/W 18 that explores fusing different eras and distinct traditions to create something new.

A catwalk show for an international audience of press, talent, influencers and consumers will be live streamed globally, with an afterparty curated by Seoul-based art collective Studio Concrete. A limited collection of  Small Harlow bags will be unveiled in six different animations, available exclusively in Seoul until worldwide release later this month.

Eccentric Sensibility will be open to the public for guests to experience the vibrant world of Mulberry throghout the weekend. A pop-up store showcasing the new season collection, traditional British cocktails, and a selfie studio all feature.

Coinciding with the launch of Eccentric Sensibility, Seoul’s 10 Corso Como concept stores in Cheongdam and Avenuel will also host Mulberry installations, presenting an edited selection of pieces.

Want more? WGSN have just published a round-up of Seoul’s latest stores.

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