Burberry has shown off its ability to use digital technology to spread its brand name around in the past by hosting live 3-D streams of Burberry fashion shoes, allowing in-store customers to shop from tablets, and creating animated GIFs of how different collections look.
But the iconic British trench coat maker has outdone itself with the grand opening of the brand’s largest store in the Asia Pacific. For its latest opening, this week in Taipei, the brand's digital maestros made it (virtually) rain for the launch of Burberry World Live.
“Burberry has merged technology and fashion for Burberry World Live, an immersive experience paying tribute to its longstanding heritage — particularly the brand’s associations with weather and outfitting wearers against the elements,” according to Fast Company's Co.Create blog.
Burberry World Live, a 360 immersive experience, began in Taipei on April 26th. Creative head Christopher Bailey designed a custom cylindrical space that brought to life the Burberry worlds of British Heritage, Fashion and Weather to celebrate the opening of the Burberry Taiwan flagship store at Taipei 101.
While the opening featured a slew of Taiwanese stars including singer and actress Jolin Tsai, it also featured an eight-part 360 degree film, a live musical performance and digital weather experience. This multi sensory experience is the first to blur the physical and digital dimensions of the brand. Bailey also sent virtual invites to Burberry's Facebook fans before, during, and after the event.
The immersive experience will also make stops in Hong Kong, London, and Chicago as well, with the idea of creating “a lavish promotional event that’s essentially bringing to life the online community Burberry created as a digitally elevated audiovisual shopping experience, connecting consumers with not only their products, but integrating music and video as well to engage and entertain.”
Below, watch the teaser for the event: