Burberry Fetes Digital at Chicago Flagship Opening

Few companies outside the tech industry have endeavored to brand themselves as "digitally forward" as Burberry. At the opening party for its Chicago flagship last week, the UK fashion house combined live performance with in and out-of-store projections to create what the company describes as "an immersive physical and digital experience."

Like Burberry's recently unveiled Regent Street flagship in London, large screens have been installed in the Michigan Avenue store, functioning as digital content displays. During the event, photos of Chicagoans in Burberry trench coats appeared on the screens in a local extension of its "Art of the Trench" campaign. The exterior of the building was…
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