Burberry executives including CEO Angela Ahrendts and Chief Creative Director Christopher Bailey landed in Beijing yesterday ahead of tonight’s Asia Flagship Store opening, music performance by Keane and virtual fashion show and party which is said to be Burberry’s biggest event ever.
The night will kick of with the official opening of Burberry’s Beijing store (see related post), a 12,500 square foot showcase for the brand in Sparkle Roll Plaza located in Beijing’s CBD. Designed by Christopher Bailey and featuring British materials and themes throughout, the store is Burberry’s most advanced digital store ever built and boasts giant digital exterior 9×5 flat screen LED video walls, wireless throughout the store and interactive touch screens displays which combined, showcase the entirety of the brands multimedia content and are capable of livestreaming.
In securing the location for the store Burberry partnered with The Sparkle Roll Group, a Hong Kong based company with dealership rights for luxury watches, wine and automobiles in China including: Rolls Royce, Lamborghini, Richard Mille, Parmigiani, Boucheron and Maison Joanne Bordeaux etc.
The celebration then moves to the Beijing Television Center where a 2000sqm sound stage will provide the settings for a digital extravaganza and live performance by British Band Keane. In the first event of its kind held at Beijing TV’s headquarters, the event will be the ultimate showcase for Burberry and capture all facets of the brand from emotion to weather. Burberry will use high definition video projections, combining live models with animated footage and moving imagery to immerse attendees in an all encompassing sensory experience connecting the physical and digital. The event will be livestreamed globally through Burberry.com and hosted on partner sites as well as being streamed directly into over 50 Retail Theatres at Burberry stores globally and onto the external LED screens of the new Beijing Store.
In a press release Christopher Bailey, Burberry Chief Creative Officer said:
“I love the creativity, vibrancy and history of China with its exciting and dynamic energy and it is a huge privilege to be flying the flag for Britain in the magnificent city of Beijing connecting all of our global communities to celebrate everything Burberry represents today from music, to heritage and innovation.”
Through this event and their new flagship store Burberry is leading the digital push for luxury brands in China. Burberry is also one of the first luxury brands to have a presence on Chinese social media including: Sina Weibo (similar to Twitter), Youku (China’s Youtube), and Douban and Kaixin001 (Similar to facebook). For live coverage of the event visit Burberry.com and visit The Maosuit tomorrow for a full run down of proceedings.