BURBERRY CELEBRATES LONDON WITH THE WORLD
"This has been an amazing year for London and the UK. The show today was a great moment for us to celebrate the incredible energy of our home town and the distinctively British fusion of design, craft and innovation.
We wanted our audiences around the world to share in this experience, bringing a smile to their faces whether watching on their mobiles, in the show space or at our first live global event at Burberry Regent Street"
Burberry Chief Creative Officer, Christopher Bailey
London, 18 September 2012/PRNewswire/ —
CELEBRATING LONDON THROUGH THREE SIMULTANEOUS & CONNECTED LIVE SHOWS
Burberry invited the world to celebrate London today, through three simultaneous live shows, blurring the physical and digital to bring the event from the runway in Hyde Park, to the new Regent Street flagship, to the world.
The Physical Experience: Live From Hyde Park
Over 1500 guests attended the Burberry Prorsum Spring/Summer 2013 Womenswear show at the brand’s custom-built show venue in London’s Hyde Park, including from the creative industries Sir Jonathan Ive, Thomas Heatherwick, Harvey Weinstein, Mario Testino, Anna Wintour, Samantha Cameron and Secretary of State for Culture Maria Miller. 2012 Olympians Andy Murray (with girlfriend Kim Sears), Victoria Pendleton, Pete Reed, Allyson Felix, Paralympian Jonnie Peacock and boxer Amir Khan. Perfomer Dita Von Teese and actors Gabriella Wilde, Alice Eve, Maggie Cheung, Dev Patel, Saif Ali Khan, Giorgia Surina, Do Youn Jeon, Rosalie Craig, Jeremy Irvine, Julian Ovenden, Aaron Paul and Nicolas Vaporidis. Musicians Roo Panes, Harry Styles, Allison Mosshart, Misty Miller, Marika Hackman, Florrie Arnold, Jade Williams, George Craig, Dan Gillespie Sells, Adam Pickering, Paula Walker, Miles Kane, Rory Cottam and Samuel Fry and models Laura Bailey, Suki Waterhouse, Tali Lennox, Julia Restoin Roitfield and Florence Brudenell-Bruce also attended.
The Digital Experience: Live From Burberry World
Burberry World (Burberry.com) brought all facets of the live show to a global audience through its most personalised cross channel viewing experience to date.
Mobile users were able to explore the show, its on demand version and the collection in more detail than ever before.
Blurring The Physical And Digital: Live From Burberry Regent Street
Burberry, the inventor of the ‘Tweetwalk’ show, partnered with Twitter again to premier the Autumn/Winter 2012 collection through an animated Tweetwalk live from the show space.
#Burberry trended globally after its show for a second time.
The show was also streamed simultaneously onto the tallest retail screen in the world at Burberry Regent Street, where over 500 guests were welcomed personally to the store’s first live event by a video message from Christopher Bailey.
Burberry Regent Street blurs the physical and the digital to create the brand’s most digitally-advanced brand experience, bringing to life every aspect of Burberry World.
All three show experiences were linked via a social stream, integrating real time content from the London events,Twitter and Instagram.
Guests at the events in Hyde Park and Burberry Regent Street were each welcomed to the show by personalised emails from Christopher Bailey sent to mobile devices, inviting them to explore the live stream and the collection in more detail.
For the first time, online viewers were able to experience the show on their own personalised Burberry World show page by connecting through Facebook, unlocking bespoke show content, and the opportunity to share the experience and invite friends to watch the live stream.
Through a new Burberry “love” button, Facebook fans were able to ‘love’ individual pieces from the collection, sharing them on Facebook – the first for any luxury brand.
RUNWAY TO REALITY IN JUST EIGHT WEEKS
The Spring Summer 2013 collection is available for purchase on Burberry.com for one week bringing the collection to the consumer globally in just 8 weeks through the brands Runway to Reality initiative.
Featuring British emerging musicians Ren Harvieu, Tom Odell and Birdy the show soundtrack was streamed directly from the show space across all platforms as part of the mobile and online show experience.
Anna Thomson, Freud Communications firstname.lastname@example.org
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