Few companies outside the tech industry have endeavored to brand themselves as "digitally forward" as Burberry. At the opening party for its Chicago flagship last week, the UK fashion house combined live performance with in and out-of-store projections to create what the company describes as "an immersive physical and digital experience."
Like Burberry's recently unveiled Regent Street flagship in London, large screens have been installed in the Michigan Avenue store, functioning as digital content displays. During the event, photos of Chicagoans in Burberry trench coats appeared on the screens in a local extension of its "Art of the Trench" campaign. The exterior of the building was lit by projections of the brand's signature check print.
In the future, Burberry plans to use the in-store screens to broadcast live events including, presumably, its bi-annual catwalk show as well as concerts.
The store is Burberry's second largest in North America, will also be the first to host Burberry Bespoke trench coats. Shoppers can purchase one of the pre-made coats in stores or collaborate with store associates to design their own via iPad.