http://www.youtube.com/watch?v=3wLYpLqxoiI
In case some of you have not heard, last week in Beijing, China Burberry staged the most breathtaking presentation, I have ever had the pleasure of witnessing, celebrating the opening of its new flagship boutique. Heritage, fashion, technology and weather were the dominating themes. They were all depicted in the show by using holograms, animation and projections and combining them with live models and musicians. The event was streamed live to fifty Burberry stores as well as online.
The presentation took place at Beijing Television Centre. The holographic image of Big Ben was projected at the venue’s entrance, and after taking a walk through Parliament attendees ended up in the enormous stage for what Burberry had described as ‘a fully immersive brand experience.
And immersive it was - demonstrating a huge step up in both scale and budget by the resurgent British brand. Perhaps due to the fact that Burberry currently has close to sixty stores in China and plans on doubling that number in the next few years or so, the show’s budget was not constrained.
First, it was the special effects of the presentation that had got the attendees excited. Following an absolutely amazing audio-visual animated display featuring rain, distinctive umbrellas and trench coats – things one would usually associate with Burberry - a wall rose up and there were models standing. fusion of the real and the virtual was an unbelievable spectator experience. As holograms of the models turned into packets of snow or splatters of powder paint, their outfits were transformed as if by magic. As rain conveniently started pouring, the trenches had come out.
As the curtain dropped, melting snow fell down on the audience bringing show to its finale. All in all, the experience was out of this world. It felt more like a piece of theatre than a fashion presentation, which it in fact was.
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