April 13, 2011: If there was an award for digital inventiveness, it would obviously go to Burberry – without a doubt.
Mr Christopher Bailey, Creative head of the Brit brand, hosted Burberry’s most technologically innovative and advanced event to date, celebrating the brand, Britishness, music and innovation, streaming live from China to the world.
“This global event in Beijing was a true expression of Burberry today bringing together all the elements of our multi-faceted brand using the most innovative technology and the best of British music, connecting all our communities and celebrating this magnificent country with viewers all over the world,” Mr Bailey said.
Using groundbreaking virtual image technology to create a fully immersive brand experience, the event was the ultimate showcase of Burberry. The event took place on a 2,000sqm sound stage at the Beijing Television Centre and was attended by over 1,000 guests. The viewers were taken through the distinctive four British seasons with a choreographed stereoscopic audio, visual and sensory experience connecting the physical and digital worlds.
British models Cara Delevingne, Edie Campbell, Jourdan Dunn, Charlie France, Seb Brice and Chinese model Shupei, were joined by life-like holograms of themselves for a visually spectacular runway show where models transformed into snow and disappeared before returning in interchanging outfits.
Headline British band Keane performed a 40 minute live set at the event, marking their first performance in China, followed by live sets by British model and DJ Tom Guinness and Chinese DJ ShanXi
The event was live streamed globally through Burberry.com and over 200 partner sites around the world as well as being streamed directly into over 50 Retail Theatres at Burberry stores globally.
The event also celebrated the recent opening of the brand’s most technologically advanced 12,500 square foot flagship store at Sparkle Roll Plaza in Beijing, whose giant 5×9 exterior LED walls also streamed the event live. Burberry currently has 57 stores in China with further plans to double the number of stores in the next few years.
