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InsideFMM | September 19, 2014

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Burberry Opens In Chicago; Drives Engagement Online and Offline

Burberry Opens In Chicago; Drives Engagement Online and Offline
Macala Wright

Luxury British retailer launches new Chicago flagship store, creates an immersive physical and digital event experience

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 (founded in 2009). Images of Chicagoans wearing iconic trench coats were displayed throughout the store, the city and globally across Burberry social media sites including Twitter, Tumblr (now with 61,000 followers) and Google+.

“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

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 exterior façade and officially switching on the new Michigan Avenue site. Music on the evening was provided by British musician Carl Barat from the Libertines and all guests 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 synchronized 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.

Burberry Gives Back To Chicago

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. The Chicago Hive Learning Network is one of the largest, private philanthropic foundations in the USA, which provides learning opportunities for young people in over 35 libraries,museums, schools, and arts venues in neighborhoods across the city. 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.

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