The luxury brand has launched its first South Korea store on the eighth floor of Lotte Duty Free’s store in Busan.

The newly launched store is a collaboration between Kering Group and Lotte, with the brand claiming that the new boutique is its largest store in Asia to date. The heart of the store is a giant media wall that showcases new products whilst a virtual fitting service for Kering Eyewear has been provided by Lotte Internet Duty Free that uses augmented reality (AR) technology.

Furthermore, Lotte Internet Duty Free plans to implement a virtual reality (VR) tool that allows customers to view the boutique in 360 degrees without physically visiting the store.

Kering Group has stated that it intends to expand its presence in Asia and deepen its commitment to sustainability. The group has also revealed plans to strengthen its Gucci brand’s presence in China, where it intends to become the market leader by 2025. The group also intends to cut its carbon footprint by 40 per cent by 2025.