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Burberry celebrates in China digital event live from Beijing
BURBERRY CELEBRATES IN CHINA WITH GLOBAL DIGITAL EVENT LIVE FROM BEIJING
“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.
Burberry celebrates British Music, Technology and Fashion in Beijing
http://www.burberrybrand.com?p=6wDWS-u0gkS-_vetTGS00Q
Burberry to celebrate China
BURBERRY TO CELEBRATE CHINA – LIVESTREAMING BRITISH MUSIC, TECHNOLOGY AND FASHION GLOBALLY FROM BEIJING
“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.”
Christopher Bailey, Burberry Chief Creative Officer
Christopher Bailey will be hosting the brand’s most innovative event to date, celebrating Burberry, Britishness, music and technology in China
The event will be the ultimate showcase of the brand capturing all facets of the brand from emotion to weather, hosted at Beijing Television Centre on a 2000sqm sound stage, which broadcasts to over 90 million people each day
Burberry will become the first luxury brand to use groundbreaking virtual image technology, combining live models with animated footage and life-like holograms with a fully immersive audio, visual and sensory experience connecting the physical and digital
The event on 13 April, 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
For the first time ever in China, headline British band Keane will be performing at the event, celebrating the longstanding Burberry association with British music
“I met Christopher Bailey a few years ago. He’s a big fan of Keane and I’m a big fan of what he does for Burberry so we hit it off. Christopher suggested that we should team up to create an incredible event combining music, new technology and fashion in one of the world’s most vibrant and exciting cities, Beijing. It’ll be our first trip to China, and we hope to put on a show that will surprise and delight the folks of that fascinating and brilliant country.”
Tom Chaplin, Lead Singer of Keane
The celebration marks the recent opening of the brand’s most technologically advanced flagship store at Sparkle Roll Plaza in Beijing – a 12,500 square foot store, designed by Christopher Bailey
The new store features giant digital exterior 9×5 flat screen LED video walls showcasing the brand’s multimedia content and streaming the events on the night
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
In occasione dell’evento, Angela Ahrendts dichiara: “Sono veramente entusiasta di essere di nuovo in Cina dopo l’acquisizione e l’integrazione del business Burberry portata a termine con successo sei mesi fa. Nutro un profondo rispetto per questo Paese, la sua cultura e la sua storia, ed è veramente un onore celebrare la nostra presenza in Cina in un momento così importante per il suo sviluppo.
Stiamo cercando di accelerare il nostro investimento in questo mercato in forte crescita. Per questo è davvero indispensabile, per noi, conoscere sempre meglio la cultura e le caratteristiche peculiari della Cina in modo da assicurarci che l’offerta Burberry continui a essere adeguata e pertinente. Siamo davvero orgogliosi del legame che si è istaurato tra i clienti cinesi e il marchio Burberry e crediamo vi siano grandi possibilità di approfondirlo grazie ai nostri punti vendita, ai nostri addetti e alla tecnologia digitale. Tutto questo ci consentirà di acquisire, prenderci cura e interessare sempre di più l’autorevole cliente cinese, sia a casa che in viaggio.”
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