It was incredibly exciting to launch our beautiful new flagship store in the heart of downtown Chicago tonight. We brought our new space to life through a distinctly British mix of music and weather, digital projections of Chicago’s iconic landmarks and by showcasing some of the most inspiring Chicagoans on our Art of the Trench platform. This city really has the most wonderful creative energy running through it and tonight was our chance to celebrate that. Burberry Chief Creative Officer, Christopher Bailey
Burberry Chief Creative Officer Christopher Bailey hosted an event last night to mark the opening of the brand’s second largest store in North America, located on Michigan Avenue in Chicago. The evening was a celebration of Chicago, showcasing the city’s creative community through the brand’s digital platform, Art of the Trench. Images of Chicagoans wearing iconic trench coats were displayed throughout the store, the city and globally across Burberry social media sites including Twitter, Tumblr and Google+.
The event was an immersive physical and digital experience, with performers emulating the sound of rain throughout the space as bespoke Chicago content appeared on the store’s five story interior digital wall. The evening culminated in a striking display of lights and digital projections, illuminating the iconic Burberry check on the store's exteriorfaçade and officially switching on the new Michigan Avenue site.
Music on the evening was provided by British musician Carl Barat from the Libertines, who performed a live set, followed by DJ Matt Roan. Guests at the event included actors Charlie Barnett, Billy Zane and Alex Holden, American former football player Jerry Azumah, DJ Kid Color, artist JC Steinbrunner, as well as guests who were shot for Art of the Trench.
Opened earlier this month, the Chicago flagship store blurs the brand’s physical and digital worlds through the Burberry Retail Theatre concept, enabling the broadcast of live events and globally synchronised content onto the store’s interior digital screens. In addition, the store houses the first physical representation of the digital Burberry Bespoke offer and the first Burberry Beauty in-store consultation counter in the Americas.