“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.”
Said by Christopher Bailey, Burberry Chief Creative Officer
Christopher Bailey hosted an event inTaipei, 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
British musician Tom Odell, performed live for the first time at the event, accompanied by an orchestra from local Taiwanese colleges
The event coincides with the celebration of the opening of the first Burberry flagship store in Taiwan, located at the Taipei 101 shopping Centre, the biggest store in the Asia Pacific region
Burberry Facebook fans in Taiwan were able to followed the event through pre, live and post event content including exclusive posts and videos by Christopher Bailey and Jolin Tsai
Burberry World Live will tour cities globally including London, Hong Kong and Chicago later this year
Burberry is a global luxury brand with a distinctive British heritage, core outerwear and large leather goods base and one of the most recognized icons in the world.