Supermodel Du Juan poses for photos at the Burberry Art of the Trench opening in Shanghai on August 29, 2013. (Burberry)
Last night, Burberry brought its digital platform and very own social media site Art of the Trench to life for the first time in Asia, with an exclusive event celebrating Shanghai and its creative community.
Held at the fashion house’s brand-new store in K11 Art Mall—located in glitzy Xintiandi—the launch of the exhibition-cum-digital project saw a slew of celebrities, fashion industry insiders, and Shanghai socialites come together for an ultra VIP opening, with British model and face of Burberry Cara Delevingne leading the celebrations.
Burberry's Art of the Trench opening. (Burberry)
Over 450 guests flew into the two-story store, including Bolin Chen, Denise Ho, Du Juan, Tian Yuan, Emma Pei, Han Huo Huo, Bonnie Chen, Linda Li, Li Hui, Tan Yuanyuan, and Li Da Qi, all of whom wore Burberry and were shot for Art of the Trench by Beijing-based photographer Trunk Xu.
The event featured a series of digital installations guests were able to explores via interactive touch-screens throughout the store.
Always keen to blend fashion, digital channels, and music, Burberry invited Hong Kong musician Khalil Fong to perform an acoustic set, followed by a live set by Shanghainese DJ Lin Feng. Burberry store windows throughout the city were also transformed to celebrate the merging iconic London and Shanghai skylines showcasing the Art of the Trench portraits on LED screens.
Khalil Fong performs at Burberry's Art of the Trench opening on August 29, 2013 in Shanghai. (Burberry)
Art of the Trench—which first debuted in 2009—is one of Burberry’s most successful marketing and branding campaigns, but also testimony to one of the main reasons for the phoenix-like resurgence experienced by the brand over the last decade: the clever use of digital media.
To celebrate the launch of the official Burberry WeChat account, communities in Shanghai can now unlock exclusive content around the project, including a personal welcome video from Christopher Bailey, Chief Creative Officer, and voice messages from Cara Delevingne.
Check out more photos from the event below (all images by Burberry):
Cara Delevingne.
Wang Zhu Xiao and Emma Pei.
Bolin Chen.
Khalil Fong.
Han Huo Huo.
Tan Yuan Yuan.
Denise Ho.