Christopher Bailey and Burberry pulled out all the stops to celebrate the opening of the brand’s Taipei flagship. Rather than just hire a few celebrities to pose in front of a step and repeat and maybe sip some champagne, Bailey creative directed an entire multi-sensory world event in a custom-built cylindrical space that included an 8-part 360º film starring Cara Delevigne, a live musical performance by British musician Tom Odell and a “digital weather experience.” Yep, Christopher Bailey made weather happen in some cylindrical space in Taipei. Of course, he’s done some weather control before–having “made it rain” with clear confetti at his fall 2012 runway show and snow for fall 2011. This time, however, he also threw in some leaves and wind.
The event was meant to bring the digital and physical worlds together, which makes sense for the brand, which has always put an impressive amount of effort into marketing and engaging people through social media and technology (Burberry currently has 12 million Facebook fans). A video of the event, which you can see below, also launched on their website and Facebook page. “We created the Burberry World platform for our online community and tonight that came to life when we connected our guests with everything the brand stands for today, using original content to take them on an emotive and sensory journey, blurring the digital and physical dimensions of our brand,” Bailey said in a statement.
It’s hard to understand without seeing it, so click through for a video of what appeared to be a truly incredible experience–though we’re sure nothing can compare to having actually been there. Which might be possible, as Burberry plans to stage a few more of these crazy events in London, Hong Kong and Chicago later this year. Maybe they’ll be up for staging one in New York too at some point? Pretty please?