Burberry Going Globally 3D with Runway Show
Chelsea College of Art & Design will host the Burberry Autumn collection showcase – which is set to be streamed live in 3D around the globe – as part of the London Fashion week.
The real show will take place at the Chelsea’s Rootstein Hopkins Parade Ground in London on February 23 at 4pm.
Simultaneously, selected guests in New York, Paris, Los Angeles, Dubai and Tokyo will be watching the catwalk show in customized screening spaces designed by Burberry chief creative officer Christopher Bailey in collaboration with Sky TV.
Bailey said: “We are very excited to announce that we are hosting the first ever truly global fashion show.”
Burberry is coming back to the Chelsea College, after using the Rootstein Hopkins Parade Ground last year, for the Spring Summer 2010 womenswear catwalk show and the party that closed the 2009 London Fashion Week.
Sian Stirling, head of external relations for CCW, said : “We are delighted that Burberry have, yet again, chosen the Rootstein Hopkins Parade Ground at Chelsea College as the venue for their show during February’s London Fashion Week.”
She added: “Chelsea College has a great track record of producing some of the leading designers from around the world and is therefore very pleased to be associated with one of UK’s great iconic design companies.”
Burberry is also the sponsor for the Chelsea College of Art and Design’s 2010 Textile Competition.
Breaking new grounds of dimension, Burberry will be streaming its upcoming fashion show in 3D at various invitation-only Burberry venues around the world.
Creative director, Christopher Bailey said: “We will be simultaneously live streaming our show using 3-D technology directly to New York, Paris, Dubai, Tokyo and L.A.
He added: This unprecedented event will enable people to experience the energy and atmosphere of this event from around the world. 3D technology will bring our global audience into the London show space allowing them to see the colors and fabrics, to hear the music and to be a part of that moment when it all finally comes together”
Last year Burberry event at Chelsea College was attended by 1,200 people, among them, leading figures in fashion world including celebrities such as Emma Watson, Victoria Beckham, Janet Street Porter, Liv Tyler, Gwyneth Paltrow and Lord Mandelson.
As well as the actual catwalk bit, the 3D footage will include pre-show behind the scenes video, backstage footage and red carpet arrivals.
Burberry also plans to stream its show in 2-D on its website live.burberry.com for the people at home, who will also be able to comment on the show in real time using Facebook or Twitter accounts.
Burberry Prorsum Spring Summer 2010 Womenswear Show Highlights