Burberry blurs the physical and the digital
By Claire West
Burberry has invited the world to celebrate London, through three simultaneous live shows, blurring the physical and digital to bring the event from its runway in Hyde Park, to its new Regent Street flagship, to the world.
The Physical Experience: Live From Hyde Park
The Burberry Prorsum Spring Summer 2013 collection will be previewed by over 1500 guests at the brand's custom-built show venue in London's Hyde Park.
The Digital Experience: Live From Burberry World
Burberry World (Burberry.com) will bring all facets of the live show to a global audience through its most personalised cross channel viewing experience to date. Mobile users will be able to explore the show and collection in more detail than ever before through a fully optimised digital experience.
Blurring The Physical And Digital: Live From Burberry Regent Street
The show will also be streamed simultaneously onto the tallest retail screen in the world at Burberry Regent Street, where over 300 guests will experience the store's first live global event.
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 will be linked via an advanced social stream, integrating real time content from the London events, Facebook, Twitter and Instagram.
For the first time, guests will be 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 will be able to 'love' individual pieces from the collection, sharing them on Facebook - the first for any luxury brand. A personalised mobile experience will be revealed to all guests in Hyde Park and Burberry Regent Street immediately ahead of the show.
RUNWAY TO REALITY IN JUST EIGHT WEEKS
Guests at over 35 Burberry Retail Theatre events and those watching through Burberry World will be able to purchase the runway collection exclusively for one week immediately after the show, bringing the collection to consumers globally in just 8 weeks.
The show's soundtrack featuring British artists will be live streamed directly from the show space across all platforms as part of the mobile and online experience.