BURBERRY INAUGURATES ITS NEW FLAGSHIP STORE IN CHICAGO WITH A PHYSICAL AND DIGITAL EXPERIENCE
“It was very exciting to inaugurate our beautiful new flagship store in the heart of downtown Chicago tonight. We brought our new space to life through a British mix of music, time, digital projections of iconic Chicago landscapes. We’ve also featured some of the city’s most inspiring residents on our Art of the Trench platform. This city really does have a wonderful creative energy, and tonight we had the chance to celebrate it.” Christopher Bailey, Burberry Creative Director
Burberry Creative Director Christopher Bailey, host of an event marking the opening of North America’s second largest boutique, located on Michigan Avenue in Chicago.
The event was a celebration of Chicago, showcasing the city’s creative community through the brand’s digital platform, Art of the Trench. Images of Chicagoans in iconic trench coats were displayed throughout the store, around the city and internationally on Burberry social media including Twitter, Tumblr and Google+.
The event was a physical and digital experience, with artists imitating the sound of rain in the store (content created especially for Chicago), appearing on the 5-storey-high indoor digital wall. The event concluded with a striking light show and digital projections, illuminating the iconic Burberry check on the store’s exterior façade and officially inaugurating the Michigan Avenue location.
Music for the evening was provided by English musician Carl Barat of The Libertines, who played a live set, followed by DJ Matt Roan. Guests of the evening included actors Charlie Barnett, Billy Zane and Alex Holden, former American soccer player Jerry Azumah, DJ Kid Color, artist JC Steinbrunner, as well as guests photographed for Art of the Trench.
Opened earlier this month, Chicago’s flagship store blends the brand’s physical and digital worlds through the Burberry Retail Theatre concept, enabling live events and globally synchronized content to be broadcast on the store’s digital screens. In addition, the store is home to the first physical representation of the Burberry Bespoke offering and the first in-store Burberry Beauty counter in all of America.
To celebrate the opening, the Burberry Foundation has partnered with the John D. and Catherine T. Foundation. MacArthur Foundation to raise $2.2 million for the Chicago Hive Learning Network. This new fund, $1.7 million and $500,000 respectively from MacArthur and Burberryfoundations, will be deployed to inspire Chicago’s youth, creating innovative educational experiences aimed at nurturing their skills and creative confidence.
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