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Burberry celebrates launch of new Shanghai flagship store
28
Apr '14
British luxury brand Burberry celebrated the launch of its new Shanghai flagship store, Burberry Kerry Centre, by bringing the spirit, creativity and heritage of the brand from its hometown of London into the heart of Shanghai, China.
 
Celebrating with a global audience, over 1500 guests, including Jamie Campbell Bower, Chen Kun, Vicki Zhao, Guey Lun Mei, Xia Yu, Chen Ran, Dou Xiao, Huo Siyan, Angelababy, Carine Lau, Ke Zheng Dong, Lin Chilling and Du Juan, followed a paved London street flanked by city street lamps into the auditorium of a cinematic theatre style set.
 
On the banks of the Huangpu River, the custom-built venue in the Shanghai Shipyard features handcrafted elements inspired by the brand’s global flagship, 121 Regent Street, which was originally the site of one of the first cinemas in London.
 
The evocative space, a nod to the golden age of cinema, became the backdrop for an immersive journey through the Burberry worlds of Britishness, heritage, music and fashion and the brand’s story unfolded in a series of emotive, musical scenes, featuring the Burberry family of musicians, models and dancers, blurring the physical distance between London and Shanghai with digital technology.
 
Christopher Bailey, Burberry Chief Creative Officer said, “We are very proud and honoured to be here in Shanghai. This is a hugely significant moment for the Burberry brand. This event was a celebration of everything we stand for - our Britishness, our belief in creativity and innovation, and our authentic heritage. 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. This evening's experience was a magical, immersive journey through our Burberry brand blurring the physical with the digital - it merged fashion, dance, with music, craftsmanship and artistry. It connected our worlds - from London to Shanghai.”
 
Celebrating Burberry Collections
The performance featured the Autumn/Winter 2014 Bloomsbury Girls collection and celebrated the iconic trench coat, Burberry Beauty and tailoring. Collection previewed in Shanghai for the first time, the hand-painted Burberry Bloomsbury bag.
 

Burberry


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