From the iconic The Bund to the riverbank of Huangpu River and the coterie of towering futuristic architectural feats that dot the city, Shanghai is without a doubt, a vibrant urban tapestry that stands out from the rest of the country.
For the first time in China, the store too boasts the first store-in-store Burberry Beauty room, where fans of Burberry beauty and fragrances could indulge in myriad of colours and scents the brand has to offer.
1500 guests were invited and flown in from all parts of the world and they include the current faces of Burberry advertising campaigns Jamie Campbell Bower, Suki Waterhouse, Malika Firth and Delevingne; as well as a retinue of Chinese celebrities such as Du Juan, Vicki Zhao, Guey Lun Mei, Xia Yu Ran, Angelababy, Carine Lau and Chen Kun just to list a few.
As Shanghai is bathed in swathe of glorious glitter, guests mingled amidst the lush servings of refreshments before being treated to an immense journey of Burberry worlds of British-ness, heritage, music and fashion – all unified into a musical theatre filled with musicians, models and dancers that blur the physical distance between London and Shanghai through digital technology.
A live performance from British musician Ed Harcourt introduced the Burberry Bloomsbury girls including models Cara Delevingne, Suki Waterhouse and Qin Shu Pei. With hand-painted patterns filling the event space, followed by British musician Paloma Faith performing “Only Love Can Hurt Like This” live. The magical journey culminated in a finale with British model and actress Cara Delevingne flying above the audience.
The activity, which marked the second stage of Burberry innovative partnership with WeChat, purveys interactive 360-degrees panorama of the London and Shanghai set that could be brought to life using a newly developed tool.