“Brands are more and more multi-dimentional. It’s about an experience as well as buying a product,” said Burberry’s Christopher Bailey in US Vogue recently. “What we’ve found is the more we entertain, the more we allow people into our brand. Then maybe one day they’ll buy. And then… who knows?” And so Bailey is continuing the trend for the digital extravaganza as pioneered by Burberry and Ralph Lauren; what the latter’s David Lauren referred to last year as “merchantainment” – the seamless blending of merchandising and entertainment.
At approximately 1.30pm UK time (8.30pm Beijing time) today, Burberry’s biggest digital extravaganza to date will be streamed around the world and you can watch it live here. Celebrating the opening of Burberry’s new Beijing flagship store, we’re promised a mix of live models, animated footage and ‘lifelike’ holograms, the whole event filmed from all angles, using multiple cameras in real time. iPads at the ready!*
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