Christopher Bailey’s brief was to create a truly immersive experience for this spectacular Burberry World Live event. Burberry wanted to merge technology and fashion to celebrate it’s newest retail home in Taipei, Taiwan – the brand’s biggest store in the Asia Pacific region – with a launch event that paid particular attention to the brand’s heritage and associations with weather, as a classic and modern outfitter protecting against the elements.
Under Silent Studios’ direction and Not To Scale’s in-house technical direction, an impressive 30 minutes worth of film content was created to be projected simultaneously onto 12 different screens that joined together, creating a 360° screen that surrounded the guests at the event. Silent Studios designed stylish multi-sensory digital weather visuals for a 360° custom-built cylindrical theatre at breakneck speed, with the main points of the production overseen out of a client-attended Burberry “War Room” on the top floor of Not To Scale HQ’s studio in London, Soho, which was set up specifically for the mammoth task. The location allowed the client convenient access to the work as it was produced on the floors below, and proximity to other production partners in Soho that were aligned to work on various specific parts of the multi-faceted brief.
Merging technology and fashion, the physical and the digital, this pioneering live experience brought to life both the British seasonal elements and the brand’s enduring heritage and transported them to Malaysia. Our in-house production team flew over to Taipei to oversee the successful delivery and implementation of the film elements. The result was an absolutely spectacular show with over a million views.