Every season Burberry ups its game with some sort of digital initiative around its fashion week show. “Runway to reality” for instance, or its 3D theatre experience.

This time, it’s going one step further in making its show accessible to the masses, and screening its livestream on Piccadilly Circus’ famous Landmark 32m digital screen – a first for any brand.

Here’s a pic chief creative officer Christopher Bailey just posted to Twitter:

He said: @Burberry: Streaming the show live into Piccadilly Circus on Monday…really exciting, in our home town! CB

It’s taking place at 4pm on Monday. If you’re in London, I suggest you go take a look, it’s bound to be an experience.