The iconic brand creates an opening event and a retail experience that blends physical and digital dimensions.
To herald the opening of the first Burberry flagship store in Taiwan, the brand has created a fully immersive, multi-sensory experience that celebrates the brand’s heritage. The concept involves a custom cylindrical space built within the store that brings to life the world of Burberry heritage, fashion, and weather. The live event concept, Burberry World Live, is designed to highlight the brand’s key differentiator among its competitors, and the weather bears reference to Burberry’s iconic trench coats.
Projection walls ensconce guests in the space, providing a 360˚ film viewing experience while live music and digital ‘weather’ fully immerse guests in the experience. Lights flash as if lightning has entered the space, ‘wind’ tosses umbrellas from screen to screen, and the sound and images of a rainstorm appear on the ceiling while videos of Burberry collections fill the space.
The “live” event was the first for Burberry in a series set to continue throughout the year. Burberry World Live will also travel to London, Hong Kong, and Chicago.
See video and photos from the event here: