Burberry's BIG Grand Opening Party last night, November 29, had every A-lister and fashionista in town in attendance! The Red Carpet was filled with paparazzi as guests made their way into the event amid flashing cameras. Chief Creative Officer Christopher Bailey, who couldn't be cuter, greeted guests with a smile as he moved through the 5 floors of coveted merchandise at this, Burberry's second largest store in North American located on Michigan Avenue.
This new space was brought to life through a distinctly British mix of music with digital projections of Chicago’s iconic landmarks and by showcasing some of the most " inspiring Chicagoans on our Art of the Trench platform. " (I was so thrilled to be included!!!) "This city really has the most wonderful creative energy running through it and tonight was our chance to celebrate that," said Bailey.
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+. (Click here to see a list of those included and details on ad campaign on my recent Chicago Now post).
The event was an immersive physical and digital experience, with performers/models 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 exterior façade and officially switching on the new Michigan Avenue site.
Music for the event was provided by British musician Carl Barat and his band, who performed a live set, followed by DJ Matt Roan.
Guests included actors Charlie Barnett, Billy Zane and Alex Holden, former Chicago Bear Jerry Azumah, DJ Kid Color, Chef Art Smith and so many more! See pics below!
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.
In celebration of the opening, the Burberry Foundation is partnering with the John D. and Catherine T. MacArthur Foundation to create $2.2 million in funding to support the Chicago Hive Learning Network. This new funding, $1.7 million and $500,000 from the MacArthur and Burberry foundations respectively, will be deployed to inspire young people in Chicago, creating new innovative educational experiences designed to nurture their skills and creative confidence.
Burberry, which is headquartered in London, was founded in 1856. WELCOME TO CHICAGO BURBERRY!
Filed under: citylife/event news
Tags: Alex Stemer, Alpana Singh, Amir Attaie, Amy Creyer, Andi Parsons, Art of the Trench, Art of the Trench Chicago, Billy Zane, Burberry, Burberry opening, Candace Jordan, Candice Polk, Candid Candace, Carl Barat, Charles Blackstone, Chef Art Smith, chicago burberry party, Chicago Hive Learning Network, Chicago Now, Christopher Bailey, Christopher Cooper, Chuck Jordan, David Sanchez, Dennis Minkle, DJ Kid Color, DJ Matt Roan, Dusty Stemer, Geoff Dixon, Helen Melchior, Jerry Azumah, Joan Colmar, Kate McLenaghan, Marc Schulman, Marcus Riley, Marianne Strokirk, Mark Brooks, Maureen Schulman, Michel Desjardins, Monika Dixon, Nancy Tennicott, Paul Iacono, Pierre Desy, Ryan Beshel, Yana Nirshberg