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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.”