Burberry is to host its largest ever event next week (in terms of scale and technology used) on Wednesday 13th April to celebrate British music, technology and fashion. Held in Beijing, the event will also celebrate the new Burberry Beijing flagship store and will incorporate virtual and live elements streamed live globally and to 50 Burberry stores (24 of which are in Asia Pacific) simultaneously.

“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.

(Above Keane and Christopher Bailey)

“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.



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