Burberry and Keane Team Up for Beijing Blowout
It may be the quintessential English brand, but Burberry is setting its sights on the East with a blowout music and fashion bash in Beijing.
On April 13, the luxe label will host a fashion show and concert, headlined by the British band Keane, at Beijing Television Center. In true Burberry fashion, the event won’t be limited to those in the China audience: Burberry.com, its partner sites, and over 50 Burberry stores worldwide will live stream the extravaganza.
“I love the creativity, vibrancy and history of China, with its exciting and dynamic energy,” Burberry chief creative officer Christopher Bailey said in a release. “It is a huge privilege to be flying the flag for Britain in the magnificent city of Beijing, connecting all of our global communities to celebrate everything Burberry represents today from music to heritage and innovation.”
The event marks the opening of Burberry’s most technologically advanced store at Sparkle Roll Plaza in Beijing, which boasts digital exterior flat-screen LED video walls that (naturally) will stream the event as well as the brand’s myriad multimedia projects.
Burberry currently operates 57 stores in China, and according to a release, the brand has “further plans to double the number of stores in the next few years.”
“I met Christopher Bailey a few years ago,” said Tom Chaplin, the lead singer of Keane. “He’s a big fan of Keane and I’m a big fan of what he does for Burberry, so we hit it off. Christopher suggested that we should team up to create an incredible event combining music, new technology, and fashion in one of the world’s most vibrant and exciting cities, Beijing. It’ll be our first trip to China, and we hope to put on a show that will surprise and delight the folks of that fascinating and brilliant country.”
In the meantime, view the full Burberry Prorsum Fall 2011 collection.
