Dreams of London – Burberry Danced in Shanghai.
British luxury house Burberry celebrated its new Shanghai store with an enormous custom-built set on the banks of the Huangpu River. For the event’s 1,500 guests the luxury fashion brand made a mocked-up Georgian terrace and a cobbled street.
To bring the spirit of London to Shanghai, Burberry guests were taken on a journey from the streets of London to the Fall Winter 2014 runway. A cinema screen revealed Burberry Heritage, the history of the iconic trench coat, while George Ezra appeared from the darkness to perform ‘Did
You Hear The Rain?’, a song written and performed especially for the occasion. The show featured a choreographed dance spectacle, and musical performances from Paloma Faith, and Ed Harcourt.
The fashion show featuring Burberry star Suki Waterhouse presented the new Burberry Bloomsbury handpainted bags and the A/W 2014 collection. The digital presence included the mobile messaging platform WeChat. The experience allowed users to shake, swipe and tap their devices to interact
with panoramas of London and Shanghai.
“Tonight’s event was a celebration of everything we stand for, our Britishness, our belief in creativity and innovation, and our authentic heritage,” said Christopher Bailey, Burberry Chief Creative Officer. “So many of these themes are shared with this incredible city. Shanghai is a place of such spirit and energy and it has truly inspired us.”
The Burberry journey from London to Shanghai ended as Cara Delevingne on wires took flight in a shower of confetti like a Mary Poppins.
