“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.”
Christopher Bailey, Burberry Chief Creative Officer
Christopher Bailey hosted the brand’s most technologically innovative event to date, celebrating Burberry, Britishness, music and innovation, streaming live from China to the world.
Using groundbreaking virtual image technology to create a fully immersive brand experience, the event was the ultimate showcase of Burberry capturing all facets of the brand from music, heritage, weather, innovation, fashion and technology using holograms, projections and animation with real models and musicians.
The event, which took place earlier this evening on a 2000sqm sound stage at the Beijing Television Centre, was attended by over 1000 guests including Burberry CEO Angela Ahrendts, British actors Sam Claflin and Douglas Booth as well as Maggie Cheung, Fan Bing Bing, Li Bing Bing, Won Bin, Chen Kun, Du Juan, Dou Xiao, Shang Wen Jie; Yan Ni; Jia Nai Liang, Rock Ji, Super VC, Philip Huang and VJ Zhu Zhu.
The event took viewers through the distinctive four British seasons of weather 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 celebrates 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
Burberry, which is headquartered in London and listed on the London Stock Exchange, was founded in 1856.