Christopher Bailey hosted an event in Taipei on april 26th, marking the beginning of Burberry World Live - a fully immersive, touring, 360° Burberry experience.
Guests at the event, co-hosted by Taiwanese musician Jolin Tsai, included Jessica (Girls Generation), Daniel Henney, Patina Lin, Sandrine Pinna, Edwin Ji, Ran Chen, Sandee Chan, Sunny Wang, Rhydian Vaughan, Tony Yang, Janet Hsieh, Annie Chen, Larisa, Stella Huang, Yi Chen, and Quin Yi Lee.
The multi-sensory experience, seeded at the Burberry Beijing event in April 2011, is the first to blur the physical and digital dimensions of the brand in front of a live audience, bringing to life the Burberry worlds of British heritage, fashion, music and weather.
The first Burberry World Live event, staged in a custom cylindrical space, combined an 8 part 360° film, live musical performance and digital weather experience, all directed by Christopher Bailey
“We were thrilled to be in Taipei tonight to not only celebrate the opening of our new store here, but to also mark the beginning of Burberry World Live.
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.
It was incredibly exciting to be able to tell our story of British heritage, weather, music and fashion in this way for the first time against the vibrant backdrop of Taipei – we can’t wait to evolve Burberry World Live further as it tours cities around the globe later this year.” comments Christopher Bailey.
British musician Tom Odell, performed live (for the first time in Asia) at the event, accompanied by an orchestra.
Burberry CEO Angela Ahrendts and Christopher Bailey
Model Daniel Henney and Jessica of Girls Generation
Burberry`s flagship store in Taiwan is located at the Taipei 101 shopping centre, it is the biggest store in the Asia Pacific region and the first flagship store to carry the Burberry Beauty collection in store.
British materials and themes were used throughout the 14,800 square foot store, including giant digital exterior 9x5 flat screen LED video walls which enables Burberry to broadcast content into the store’s exterior and interior screens.
Available in store are Burberry Prorsum, Burberry London, Burberry Brit and Burberry Sport in the categories womenswear, menswear, non-apparel, eyewear, watches, fragrances & Burberry Beauty.
What do you think about the event? Which guest looked best in Burberry?