Burberry to celebrate British music, technology and fashion in Beijing

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Burberry’s flagship store in Beijing – Image: fashionablymarketing


Burberry are set to celebrate all things Chinese next week with a monumental event being held in the country’s capital, Beijing. The event, taking place on April 13th, will celebrate Burberry, Britishness, music and technology in China.

British band Keane will headline on the 2000 square metre stage at Beijing Television Centre and the day will be live streamed globally through Burberry.com, as well as being streamed directly into over 50 Retail Theatres at Burberry stores worldwide.

This is a first for a luxury brand, which will see virtual image technology, live models, animations and life-like holograms be combined with immersive audio to create a visual and sensory experience.

Burberry’s chief creative officer, Christopher Bailey said: “I love the creativity, vibrancy and history of China with its exciting and dynamic energy and it is a huge privilege to be flying the flag for Britain in the magnificent city of Beijing connecting all of our global communities to celebrate everything Burberry represents today from music, to heritage and innovation.”

The brand now have 57 stores in China, including their most technologically advanced store at Sparkle Roll Plaza in Beijing – a 12,500 square foot store designed by Bailey.

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