on April 14, 2011 - 6:16am
London-based Burberry took another turn toward the high-tech earlier this week with the opening of the label's flagship store in China.
Usually, store openings are marked by a runway show, cocktail weiners, wine, posing, and the opportunity to shop a bit.
This was in no way anything close to the cookie-cutter fashion get-together. Massive screens opened the show with an image of umbrellas flying across the sky.
Sticking to the theme already established in the Fall/Winter 2011 collection of rain, broken hearts, and loneliness (remember it literally sleeted on the runway during London Fashion Week), Burberry unveiled its "April Showers 2011" collection.
Much of the soundtrack stayed the same as well: Roger Daltrey, Dusty Springfield, and Adele, among others.
Holograms were seen stomping through the warehouse-like space in front of hundreds of people, matching their real-life doppelgangers on the runway.
The party also included a performance from British band Keane.
Christopher Bailey continues to make strides to take the classic UK label into the next century and beyond. Even the architecture of the building is modeled on the classic Burberry plaid.
On a final note, yes, people did shop.
~Devon Scott @DevonScottIndy
Image Source: Burberry