Burberry brought its digital platform, Art of the Trench, to life physically for the first time in Asia tonight with an event celebrating Shanghai and its creative community.
The event, hosted by British actress and face of Burberry Body Tender Cara Delevingne, took place at the Burberry K11 store in Shanghai and was attended by over 450 guests including Bolin Chen, Denise Ho, Du Juan, Tian Yuan, Emma Pei, Han Huo Huo, Bonnie Chen, Linda Li, Li Hui, Tan Yuanyuan and Li Da Qi, all of whom wore Burberry and were shot for Art of the Trench.
The event, which celebrated all facets of the brand including music, innovation and the trench coat, was an immersive physical and digital Art of the Trench take over, with guests being able to explore the portraits via interactive touch screens throughout the store.
Hong Kong musician Khalil Fong performed an acoustic set, followed by a live set by Shanghainese DJ Lin Feng.
Burberry store windows throughout the city were also transformed to celebrate the merging iconic London and Shanghai skylines, and showcasing the Art of the Trench portraits on LED screens.
To celebrate the launch of the official Burberry WeChat account, communities in Shanghai can now unlock exclusive content around the project, including a personal welcome video from Christopher Bailey, Chief Creative Officer, and voice messages from Cara Delevingne.
As part of a global celebration of the site, Burberry has hosted Art of the Trench events in Chicago, Brazil and India, and has further events planned in Paris, Seoul, Kiev and Istanbul later this year.
Burberry, which is headquartered in London, was founded in 1856. It is listed on the London Stock Exchange (BRBY.L) and is a constituent of the FTSE 100 index.