I arrived in Beijing yesterday for Burberry’s China event, which will be held tonight at Beijing Television Centre. Slated as the “brand’s most innovative event to date,” it’s important on many levels.
First and foremost, it’s the first big event the brand has hosted in China since it took back direct control of its mainland operations in June last year. This in itself is testament to the the importance of the Chinese market – Burberry currently has 57 stores in China with plans to double that amount in the next few years. They also recently launched on four Chinese social platforms: Kaixin001 and Douban (China’s versions of Facebook), Youku (youtube) and Weibo (Chinese twitter).
Above all, the event reinforces Burberry’s commitment to the digital world. Spearheaded by creative director Christopher Bailey, the brand was one of the first to embrace social media in all forms. They were among the first to live stream their runway shows and allowed customer to buy designs straight off the catwalks. Their new Beijing store, which measures a whopping 12,500 sq ft, is the brand’s most technologically advanced with features including LED video walls, a retail theatre concept that allows headquarters to broadcast content directly to the store and a wireless network for ipads and ipods to connect to Burberry’s global platforms or their own content.
But back to the event tonight. While details are still under wraps, the brand promises ”groundbreaking virtual image technology” such as animations and life-like holograms along with live models and other sensory delights (no doubt they will recreate the rainfall experience from their recent men’s show). After the show, we will be treated to a live performance by British band Keane.
This will be broadcast live at burberry.com along with partner sites including The D’Vine. Don’t forget to come back tonight at 2030 Hong Kong time and watch the live stream (see video above). You can follow us on twitter for live updates, too.