The Burberry Flagship Store in Chicago was *the* place to be last Thursday night, with a grand opening party that included flowing champagne, blaring music and digtal projections of landmarks of our beautiful city and Chicagoans in The Art of The Trench campaign. Of course, there was much luxurious fashion on every floor. The Michigan Avenue store is brand’s second largest store in North America, and it is right here in Chicago!
Burberry Chief Creative Officer, Christopher Bailey was there and said, ‘This city really has the most wonderful creative energy running through it and tonight was our chance to celebrate that.”
The event was a digital experience. Performers (models in trench coats) emulated the sound of rain throughout the space as 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.
Music was provided by British musician Carl Barat from the Libertines who performed a live set, followed by DJ Matt Roan. Guests at the event included actors Charlie Barnett, Billy Zane and Alex Holden, former football player Jerry Azumah, DJ Kid Color, and artist JC Steinbrunner.
Opened earlier this month, this store blurs the brand’s physical and digital worlds through the Burberry Retail Theatre concept, thus 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.
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. 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.
Photos: Burberry and Second City Style