BURBERRY CELEBRATES CHINA – WORLDWIDE BROADCAST OF BRITISH MUSIC, TECHNOLOGY AND FASHION LIVE FROM BEIJING
“I love the creativity, vitality and history of China, so dynamic and bursting with energy. It’s a privilege to represent Great Britain in this beautiful city of Beijing and to connect all our international communities to celebrate all that Burberry stands for today in terms of music, heritage and innovation.
Christopher Bailey, Burberry Artistic Director
Christopher Bailey will host the brand’s most innovative event to date, celebrating Burberry, British spirit, music and technology in China.
Christopher Bailey and Keane
This event will be the ultimate showcase for the brand, capturing every facet of it, from emotion to weather. The Beijing Television Center, which broadcasts to 90 million viewers every day, will host the event on a 2,000 m² stage.
Burberry will be the first luxury brand to use revolutionary virtual image technology, combining real mannequins with animated sequences and larger-than-life holograms to offer a complete acoustic, visual and sensory immersion experience linking the physical to the digital.
The April 13 event will be streamed live on Burberry.com and other partner sites, and will be broadcast live in all 50 Retail Theatres in Burberry stores worldwide.
For the first time in China, the high-profile British band Keane will take to the stage at the event to celebrate Burberry’s long-standing relationship with British music.
“It’s been a few years since I met Christopher Bailey. He’s a big fan of Keane and I’m a big fan of what he does for Burberry, so we hit it off very quickly. Christopher suggested we team up to create an incredible event combining music, new technology and fashion in one of the world’s most exciting and dynamic cities, Beijing. This will be our first trip to China, and we hope to put on a show that will surprise and greatly please the people of this fascinating and awesome country.”
Tom Chaplin, Keane singer
This celebration marks the recent opening of the brand’s most high-tech flagship store at Sparkle Roll Plaza in Beijing, a 1,161 m² boutique designed by Christopher Bailey.
The new store is equipped with a giant 9×5 m outdoor LED flat-screen video wall, which showcases the brand’s multimedia content and broadcasts events at night.
Burberry currently has 57 stores in China and plans to double this number over the next few years.
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