Runway success: A touch of Retail Theatre

Runway success: A touch of Retail Theatre

Runway success: A touch of Retail Theatre

#2555 / 0
Burberry Retail Theatre concept Burberry Retail Theatre concept
Burberry Retail Theatre concept Burberry Retail Theatre concept

London – Consumers will be able to touch and buy Burberry’s womenswear spring summer 2011 collection fresh off the catwalk at the Burberry Retail Theatre event later this month.

Creative director Christopher Bailey will invite customers across 15 countries to Burberry stores that have been customised with enhanced acoustics, touchscreens and video walls. ‘We are opening up high fashion to everyone,’ Bailey tells LS:N Global. ‘And if they don’t buy the designs there and then, they might turn into customers in the future.’

It is the fourth time consumers have been able to watch live streaming of Burberry’s fashion shows and buy the clothes immediately. This time, however, consumers will be able to experience the music, the clothes and the energy in real life and then buy the clothes from a custom-built Burberry app. ‘If the content is done properly, high fashion will never lose its exclusivity,’ adds Bailey.

This is a great example of how a brand can merge the online with the live. As we explore in our forthcoming Conviviality Culture report, consumers are increasingly demanding to experience events in real life.

Discover More News
The Future Laboratory and Bacardi investigate cocktail culture in 2025

News

The Future Laboratory and Bacardi investigate cocktail culture in 2025

Bacardi, in collaboration with The Future Laboratory, has released its cocktail trend report for 2025, forecasting a transformative year for the sp...
Drink : Spirits : Food
LG Display unveils world’s first stretchable display with 50% expandability

News

LG Display unveils world’s first stretchable display with 50% expandability

LG Display has achieved a major milestone in display technology with the launch of the world’s first stretchable display, capable of expanding by u...
Technology : Design : AI
New research finds that cannabinol significantly improves sleep

News

New research finds that cannabinol significantly improves sleep

Researchers from the University of Sydney’s Lambert Initiative have found new evidence supporting cannabinol (CBN) as an effective sleep aid.
Health : Wellness : Medicine
Stat: Teens face weekly exposure to conspiracy theories

News

Stat: Teens face weekly exposure to conspiracy theories

A new study by the News Literacy Project reveals that teens encounter conspiracy theories on their social media feeds at least once a week, yet mos...
Pop Culture : Youth : Media
Chester Zoo rebrands as a force for nature

News

Chester Zoo rebrands as a force for nature

Chester Zoo has unveiled a rebrand developed in partnership with branding agency How&How. 
Sustainability : Design : Advertising
Gobi Cashmere revitalises brand identity with Mongolian roots

News

Gobi Cashmere revitalises brand identity with Mongolian roots

Mongolian cashmere giant Gobi has unveiled a refreshed brand identity deeply rooted in its heritage and sustainable ethos.
Culture : Design : Fashion
Mall of the Emirates reveals new arts hub with musicals, plays and shows in mind

News

Mall of the Emirates reveals new arts hub with musicals, plays and shows in mind

Mall of the Emirates is set to debut New Covent Garden, a cultural landmark for Dubai’s thriving arts scene.
Retail : Entertainment : UAE
Stat: Demand for green talent surges as supply struggles to keep pace

News

Stat: Demand for green talent surges as supply struggles to keep pace

The global drive for sustainability is transforming job markets, with demand for green talent increasing annually by 5.9% between 2021 and 2024, ac...
Sustainability : Workplace : Youth
Elie Saab marks 45 years with a show of unapologetic grandeur

News

Elie Saab marks 45 years with a show of unapologetic grandeur

Elie Saab, a master of haute couture, celebrated the 45th anniversary of his eponymous fashion house in Riyadh, Saudi Arabia.
Fashion : Luxury : Design
Friendswithyou, fuzzy AI robots exhibition opens at Cleveland Public Library

News

Friendswithyou, fuzzy AI robots exhibition opens at Cleveland Public Library

Art duo FriendsWithYou has unveiled The BAND, a playful installation of five fuzzy, autonomous robots at Cleveland Public Library.
Design : Technology : Youth
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN