Taking a few cues from “Avatar,” Burberry will live stream its fall runway show in 3-D in four major cities.
This story first appeared in the February 8, 2010 issue of WWD. Subscribe Today.
While models hit the catwalk at the Chelsea College of Art & Design in London on Feb. 23 at 4 p.m., select guests in New York, Paris, Dubai and Tokyo will be adjusting their 3-D glasses in customized screening spaces designed by chief creative officer Christopher Bailey. Attendees in Los Angeles will also catch every last turn, though the start time will be 7 p.m. PST due to the time difference. This five-city visual bonanza will mark the first time a brand has broadcast live simultaneous events in 3-D worldwide.
Viewers will be welcomed in New York at Skylight Studios, in Paris at a Colette-hosted event at L l’ecole des Beaux Arts, in Dubai at The Address, in Tokyo at a “Burberry Night” at a yet-to-be-identified club and in Los Angeles at Milk Studios, where Tina Brown of The Daily Beast will host the festivities.
To further play up the Hollywood factor, there will be preshow behind-the-scenes, backstage and red-carpet entertainment from London before the runway show. Burberry will also stream its show in 2-D at live.burberry.com for at-home viewers, who will be able to comment on the collection in real time using their Facebook and Twitter accounts.
“We are very excited to announce that we are hosting the first ever truly global fashion show. We will be simultaneously live streaming our show using 3-D technology directly to New York, Paris, Dubai, Tokyo and L.A. This unprecedented event will enable people to experience the energy and atmosphere of this event from around the world,” Bailey said. “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.’’