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Burberry to host music, fashion, tech extravaganza for Beijing opening

Burberry's new flagship store in Beijing

Burberry is set to celebrate the opening of its new flagship store in Beijing with its most immersive experience to date, combining music, fashion and technology.

Live-streamed from the Beijing Television Centre on April 13, the event will see ground-breaking virtual image technology placing live models against animated footage and life-like holograms. British band Keane will perform throughout.

A sensory element is also supposed to feature, with rumour of the weather playing a part.

“I love the creativity, vibrancy and history of China with its exciting and dynamic energy and 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,” said chief creative officer Christopher Bailey.

The event will welcome 1,000 VIP guests, but as usual with Burberry, also be live-streamed online and to 50 stores around the world.

At the new Beijing store, a 12,500sq ft space at Sparkle Roll Plaza (as pictured), the extravaganza will be viewable on the giant flat-screen LED video walls.

On Keane’s participation, lead singer Tom Chaplin, said: “I met Christopher Bailey a few years ago. 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.”

He announced the band’s participation in the event through a short video on Facebook, as below:

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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