Burberry kick-started the first in a series of global events last night with a multisensory experience in Taiwan that combined the brand’s pillars of British heritage, weather, music and fashion.
Staged in a custom cylindrical space, it included an eight-part 360-degree film featuring hologram Burberry models, digital rain that seemingly poured from the ceiling, and a live performance from British musician Tom Odell. The initiative follows on from the brand’s tech extravaganza in Beijing in 2011, and likewise celebrates the opening of a new flagship store; this time in Taipei’s 101 shopping centre.
Burberry World Live, as the series is being called, will now tour to other cities, including London, Hong Kong and Chicago.
“We created the Burberry World platform for our online community and tonight that came to life when we connected our guests with everything the brand stands for today, using original content to take them on an emotive and sensory journey, blurring the digital and physical dimensions of our brand,” said chief creative officer Christopher Bailey.
See the video below:
Wednesday’s Louis Vuitton show will see consumers offered greater digital access than ever before with a complete panoramic view of the venue.
On www.fashionshow.louisvuitton.com (which is also accessible via the iPad and iPhone) as well as on the brand’s Facebook page, fans will be able to explore both the show and backstage through the eyes of a camera that captures a fully panoramic view of its surroundings.
You’ll be able to look in any direction and explore the room as though you’re actually there. Exclusive behind-the-scenes access will also be made available.
The show will be broadcast live on Wednesday, March 9, at 10am (GMT +1). It will also be possible to return and re-watch the digital experience over the following weeks.
The initiative ties in with the brand’s “commitment to feature purely editorial content through social channels”. It follows in the footsteps of launches such as last year’s 360° view of runway styles and the iPhone app Amble.
Emphasising the luxury company’s commitment to digital, I even like the fact the company’s press release ends with six social media links:
“Stay connected with Louis Vuitton at:
www.facebook.com/louisvuitton | www.twitter.com/LouisVuitton_HQ
www.youtube.com/louisvuitton | www.foursquare.com/louisvuitton
www.louisvuittonamble.com | http://u.youku.com/louisvuitton”