On 26 April, Christopher Bailey hosted an event in Taipei, marking the beginning of Burberry World Live – a fully immersive, touring, 360° Burberry experience. This event also coincides with the celebration of the opening of the first Burberry flagship store in Taiwan, located at the Taipei 101 shopping centre, the biggest store in the Asia Pacific region.
The event was co-hosted by Taiwanese pop sensation Jolin Tsai, and was attended by a list of celebrities including Jessica (Girls Generation), Daniel Henney, Patina Lin, Sandrine Pinna, Edwin Ji, Ran Chen, Sandee Chan, Sunny Wang, Rhydian Vaughan, Tony Yang, Janet Hsieh, Annie Chen, Larisa, Stella Huang, Yi Chen, and Quin Yi Lee.
The multi-sensory experience, seeded at the Burberry Beijing event in April 2011, is the first to blur the physical and digital dimensions of the brand in front of a live audience, bringing to life the Burberry worlds of British heritage, fashion, music and weather. It’s the first Burberry World Live event, staged in a custom cylindrical space, combined an 8 part 360° film, live musical performance and digital weather experience, all directed by Christopher Bailey. British musician Tom Odell, performed live for the first time at the event, accompanied by an orchestra from local Taiwanese colleges.
The Burberry World Live will tour cities globally including London, Hong Kong and Chicago later this year.