Burberry World Celebrates British Innovation, Weather, Music and Fashion With a Global Audience

LONDON, February 21, 2012 /PRNewswire/ --

- Autumn/Winter 2012 Womenswear Show

"We've been exploring technology as a way of communicating to all our different communities for some time. I love that we can host this event in Hyde Park, take a piece of London and broadcast it all over the world to people wherever they are and whatever they are doing.

We stream the show from Burberry World to digital billboards - airports, news networks, train stations, your phone, your iPad or our bricks and mortar stores globally. Everything that we create lives on Burberry World - it's our digital home but it's all around us. The show is one of the most powerful expressions of this brand - we take every element of this physical experience and completely digitalise it.

Everything from the British weather, music, the design process, the collection and more can be explored here. It's an incredible year for London and we want to share the energy and excitement here with our broad global communities."
Christopher Bailey, Chief Creative Officer

To view the Multimedia News Release, please click: http://www.multivu.com/mnr/53767-burberry

LIVE FROM LONDON

Over 1500 guests attended the Burberry Prorsum 2012 Womenswear show in London's Hyde Park earlier today including Rosie Huntington-Whiteley, Eddie Redmayne, Will.I.Am, Clemence Posey, Kate Bosworth, Alexa Chung, Jeremy Irvine, Amir Khan, Denise Lewis, Samantha Cameron, Anna Wintour, Mario Testino, Harold Tillman, Michael Polish, Alexandra Roach, Greg James, One Night Only, The Foals, The Feeling, Rae Morris, Charlie Fink, Sam Beeton, Misty Miller, Will Young, Rob Pryor, Girls Generation, Ebru Salli, Sonam Kapoor, Jolin Tsai, Giorgia Surina, Gabriella Wilde, Alison Mosshart, Jade Williams, Jacquetta Wheeler, Laura Bailey, Donna Air, Leigh Lezark, Vanessa Raw and Vivian Hsu.

CONTROLLING THE BRITISH WEATHER

Burberry created an immersive physical and digital British weather experience with an interior and exterior special-effects rainstorm surrounding the entire show space, as part of the show finale.

BURBERRY WORLD

The purest articulation of the Burberry brand - burberry.com -showcased a fully immersive show experience, connecting the brand's online communities through a live Twitter and Instagram social feed, and premiering motion reactive 360 degree Runway to Reality technology.

Burberry World visitors can purchase the collection exclusively from the runway for one week, with delivery in just 8 weeks, ahead of new season collection arrivals. The complete look of the Burberry girl is purchasable with Burberry Beauty and Burberry Body touch points as part of the experience.

Products can be explored through rich immersive content using 360 degree HD technology, enabling rotation of every look and accessory.

Customers are also able to purchase the collection by appointment and at 25 live Burberry Retail Theatre events in flagship cities globally.

#BURBERRY TRENDS GLOBALLY ON TWITTER WITH ANIMATED TWEETWALK

Burberry, the inventor of the 'Tweetwalk' show, partnered with Twitter again to premier the Autumn/Winter 2012 collection through an animated Tweetwalk live from the show space.

#Burberry trended globally after its show for a second time.

Every look was shared before the models hit the runway through animated imagery, allowing followers to view the collection moments before anyone else.

Tweetwalk was also live streamed for the first time through digital outdoor screens on Cromwell Road in London.

Burberry has a combined following of over 860,000 on Twitter, making it the most followed luxury brand on Twitter.

LIVE STREAM

Burberry World streamed the show live from London through Burberry.com, Facebook, Sina, Youku and global partner sites, viewable on smart devices including the iPhone and iPad.

OUTDOOR CONTENT STREAM

For the first time, show content was streamed through Burberry World onto digitally enabled screens at London's Liverpool Street station, Heathrow Terminal 5, Cromwell Road and giant LED screens on the facade of Burberry Beijing.

FACEBOOK

Burberry World also streamed in HD through Facebook, where fans were able to stream the show through their personal pages, sharing with friends, broadening the social experience and show audience.

Burberry Facebook page has over 10.7 million fans, the highest of any luxury fashion brand on Facebook.

ITUNES

Show soundtrack including an exclusive track by British Burberry Acoustic musician Rae Morris was live streamed across all platforms as part of the online experience directly from the show space and is available for download on iTunes.

Contact:
Katy Wickremesingh at Freud Communications - +44(0)203-003-6385 - [email protected]

Burberry Press Office - [email protected] - +44(0)203-367-3345

Video: http://www.multivu.com/mnr/53767-burberry

SOURCE Burberry