Burberry Takes On China!

Ah… the wonders of technology. Burberry has once again reinforced its heritage of ingenuity and innovation by being one of the first fashion brands to truly embrace the power of online media. And JUICE is bringing this exclusive LIVE event straight to your screens, today!

Christopher Bailey, Chief Creative Officer of Burberry, will be hosting the brand’s most innovative event to date, celebrating Burberry, Britishness, music and technology in China. 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.

British band Keane will be performing at the event (their first gig in China), celebrating the longstanding Burberry association with British music. This will truly be a one-of-a-kind experience and you can watch the livestream right here on the video player above.

“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,” said Christopher about the event and its host country.

The event on 13 April (today), will be livestreamed around the world through Burberry.com and hosted on partner sites (like JUICEonline.com) as well as being streamed directly into over 50 Retail Theatres at Burberry stores globally. The celebration commemorates the recent opening of the brand’s latest technologically-advanced flagship store at Sparkle Roll Plaza in Beijing – a 12,500 square foot store, designed by Christopher Bailey himself. The new store features giant digital exterior 9×5 flat screen LED video walls, displaying the brand’s multimedia content and streaming the night’s activities.

Burberry currently has 57 stores in China with further plans to double the number of stores in the next few years. Jolly good!