Those whose travel plans didn’t include a trip to London got there remotely Tuesday thanks to Burberry’s 3-D live stream of the Prorsum runway show. Out-of-towners watched the catwalk in New York, Paris, Tokyo and Dubai in viewing venues designed specifically for the occasion. A Los Angeles event was planned for later in the day due to the time difference.
At New York’s Skylight Studio, night vision was automatic in the practically pitch-black space, where waiters passed out mimosas and canapés. Among the attendees were Glenda Bailey, Tom Florio, Ron Frasch, Carlos Quirarte, Poppy de Villeneuve and various other magazine editors who donned 3-D glasses.
The show started more than 20 minutes past its scheduled time. The Gotham audience bided its time by watching a preshow segment where Burberry chief creative officer Christopher Bailey showed off the brand’s London headquarters, and Greg James, the somewhat bumbling British BBC Radio 1 presenter, greeted VIPs at London’s Chelsea College of Art & Design. He chatted up everyone from The Kooks to Anna Wintour to Twiggy, who couldn’t believe the 3-D live stream. “I have been on Broadway and on television, but I have never been in 3-D,” the iconic model said.
Meanwhile, in Paris, waiters proffered trays of Champagne and 3-D specs to trench-clad guests, including Emma de Caunes, Zoé Félix and Bambou, as they filed into Les Beaux Arts’ Salle Mélpomène for the spectacle. During the countdown to the show, images of Burberry’s iconic check splattered with rain were projected onto the screening room’s white walls, accompanied by rain-shower acoustics.
“It’s fun, it’s unusual, but I’m not into the whole Twitter thing and all that,” said de Caunes, who’s working on her first directorial effort, “Papa Was a Rolling Stone.”
Félix had mixed ideas about the concept, deeming 3-D technology more suited to “animation that really leaps out at you” than a catwalk show. That said, she added: “I like the sharing aspect, the idea that people are watching the show together all around the world.”
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