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Victoria Beckham to livestream LFW show on Piccadilly Circus screens

Victoria Beckham will be livestreaming on Piccadilly Circus
Victoria Beckham will be livestreaming on Piccadilly Circus

Victoria Beckham is set to livestream her A/W 2018 London Fashion Week show on Piccadilly Circus’s iconic digital screens as part of the label’s 10-year anniversary celebration.

This occasion also marks the first time that the Piccadilly Circus 4K advertising screens, known as Piccadilly Lights, will be streaming live content.

This Sunday (September 16) at exactly 9:25am, the screens will light up with a video celebrating Victoria Beckham’s 10-year tenure in fashion, after which at 9:32am the show will be broadcasted live from its location at the Galerie Thaddaeus Ropac gallery in London.

For the past week, the brand has been teasing Piccadilly Circus pedestrians with a rotation of three images showing Beckham inside a shopping bag, paying homage to a 2008 Marc Jacobs ad where she did the same. The images are all part of the brand’s upcoming advertising campaign.

Beckham’s intention behind the live show is to connect with her audience in a whole new way. That is also why she will be spending quality time with customers on a one-to-one basis at her Dover Street flagship after the fashion show.

A selection of this season’s accessories, jewelry and shoes will be exclusively available for purchase on Saturday, one day ahead the show, on VictoriaBeckham.com as well as at the Dover Street and Hong Kong stores. Customers will also be able to purchase a t-shirt featuring a campaign visual.

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Burberry’s latest big idea – 3D digital fun in London

burberry__dreamworks

Another day, another tech initiative from Burberry. The company has linked up with DreamWorks Animation for a product campaign making use of 3D tech and the world-famous Piccadilly Circus, London, curved screen.

Passers-by will be able to design a personalised heritage scarf on their smartphones and the result will appear on the screen, according to reports. The same NOVA tech DreamWorks used in Kung Fu Panda will be employed, and just like Dreamworks’ output, Burberry wants it to be entertaining as well as encouraging us to buy more product.

Burberry CEO, creative chief and all-round tech-visionary-at-large Christopher Bailey told the Telegraph: “The huge screens in Piccadilly Circus give us a great canvas to launch the technology in a space that will show the possibilities of what [it] can do in an entertaining and engaging way. Giving users the ability to control their movement in various ways makes the experience much more personal when viewed on a screen, whether at home or on a digital billboard.”

Once the personalised scarf has been created, the potential customer can then buy it online or from the regent Street flagship just up the road.

But it really is just just about selling more stuff, right? Over to Bailey again: “The campaigns we create are not developed with a purely commercial imperative. Our aim is to identify platforms where we can create interesting content that we believe audiences will enjoy so that our relationship with them can extend beyond the purely transactional.”

The fact is that Burberry has become a master of entertaining and intriguing its audience in recent years while also boosting sales. That it’s chosen the scarf for this initiative is key as Burberry is as much about heritage as it is about fashion.

But it’s doing a pretty good job of bringing heritage product into the 21st century via a combination of forward-looking digital technology and personalisation services that underscore the luxury profile of the brand.

For now, the screen at Piccadilly Circus will be an extension of its online and in-store scarf bars and it’s likely to garner A LOT of attention for the brand.

This post first appeared on Trendwalk.net, a style-meets-business blog by journalist, trends specialist and business analyst, Sandra Halliday

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Burberry steals #LFW with global digital strategy

Yesterday’s Burberry show, though perhaps not a favourite-ever collection from Christopher Bailey, nonetheless stole the London Fashion Week limelight hands down.

Once again proving itself as a digital leader within the luxury sect, the brand live-streamed around the globe through 40 in-store virtual trunk shows, as well as on the mega 32m digital billboard in London’s Piccadilly Circus.

A total of 11 cameras as well as a live text feed, provided viewers with both pre-show content – featuring A-list guests including Rachel Bilson and Kate Bosworth as they arrived at London’s Royal Park of Kensington Gardens – and full coverage of the collection as it came out.

While this is the seventh season the brand has live streamed its show, which was also available online, it’s the first time it has done so on an outdoor digital screen at Piccadilly Circus. In fact, it’s a first for any brand.

The aim was for an immersive, interactive and entertaining experience, said chief creative officer Christopher Bailey. “We have always used digital communication to deepen our connection with the customer and allow people all over the world to experience Burberry no matter where they are. Whether you are at home online, watching in Piccadilly Circus, using a mobile device or in our store in Beijing everyone will be able to feel the energy and attitude of the brand and the excitement of the show,” he added.

The brand also continued with its runway to reality initiative, allowing consumers in store – via iPads – as well as online, to order items of outerwear or bags for delivery in seven weeks.

Those with the cash to splash are still able to pre-order until February 28, while the full collection will otherwise be available from August.

An on-demand version of the coverage is also now available online, which includes footage of the collection being put together and red carpet interviews.

Not forgetting the importance of music to the brand, viewers can also download the tracks featured in the show, including You Don’t Own Me by Dusty Springfield and Someone Like You by Adele, through iTunes on the Burberry.com site.

 

Yesterday’s Burberry show, though perhaps not one of my favourite ever collections from Christopher Bailey, stole the London Fashion Week limelight hands down.

Once again proving itself as a digital leader within the luxury sect, it live-streamed around the globe through 40 in-store virtual trunk shows, as well as on the mega 32m digital billboard in London’s Piccadilly Circus.

A total of 11 cameras as well as a live text feed, provided viewers with both pre-show content – featuring A-list guests including Rachel Bilson and Kate Bosworth as they arrived at London’s Royal Park of Kensington Gardens – and full coverage of the collection as it came out.

While this is the seventh season the brand has live streamed its show, which was also available online, it’s the first time it has done so on an outdoor digital screen at Piccadilly Circus. In fact, it’s a first for any brand.

The aim was for an immersive, interactive and entertaining experience, said chief creative officer Christopher Bailey. “We have always used digital communication to deepen our connection with the customer and allow people all over the world to experience Burberry no matter where they are. Whether you are at home online, watching in Piccadilly Circus, using a mobile device or in our store in Beijing everyone will be able to feel the energy and attitude of the brand and the excitement of the show,” he added.

The brand also continued with its runway to reality initiative, allowing consumers in store – via iPads – as well as online, to order items of outerwear or bags for delivery in seven weeks.

Those with the cash to splash are still able to pre-order until February 28, while the full collection will otherwise be available from August.

An on-demand version of the coverage is also now available online, which includes footage of the collection being put together and red carpet interviews.

Not forgetting the importance of music to the brand, viewers can also download the tracks featured in the show, including You Don’t Own Me by Dusty Springfield and Someone Like You by Adele, through iTunes on the Burberry.com site.