burberry case study

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BEJING LAUNCH EVENT CASE STUDY

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Page 1: Burberry Case Study

BEJING LAUNCH EVENT CASE STUDY

Page 2: Burberry Case Study

Our RoleLike all major fashion labels, Burberry has set its sights on China and its burgeoning luxury goods market. So when it came time to launch their new flagship store in Beijing, the brand wanted to do it bigger and better than any of its competitors.

Their goal was to create a fashion show unlike any other, employing the latest in digital and filmmaking technology. Whereas the likes of Prada and Louis Vuitton had settled for traditional runway shows, Burberry was determined to transform that experience and tasked Passion with the creative direction, production and implementation of a fully immersive, digital fashion show.

Page 3: Burberry Case Study

The OpportunityBurberry’s Chief Creative Officer, Christopher Bailey, set out to create the biggest and most innovative Burberry event to date. Bailey handed Passion a 25,000 sq. ft. ‘blank canvas’ in the form of the Beijing Television Centre (enough space to park 100 London double-decker buses) and asked the studio to design a celebration of British music, technology and fashion culminating in a live-performance by British band Keane. With only seven weeks to concept, design and produce the 20-minute, fully immersive, high-tech event, it was all-hands-on-deck.

Page 4: Burberry Case Study

Our SolutionPlaying on the theme of the famously changeable British weather found throughout Burberry’s branding, Passion designed and employed a ground-breaking virtual image technology show, placing live models against animated footage and life-like holograms. At its crescendo Passion stunned the audience by exploding the (apparently) live models into bursts of mist and vibrant plumes of powder.

The content was choreographed and designed across more than 20 screens, some as large as 17m x 8m (55ft x 26ft), about four stories wide by two-stories tall. A massive overhead screen, significantly larger than a full tennis court, dazzled the 1,000 VIP guests from above.

All in all, over 50 projectors were synchronized, each running on a media server utilising Watchout software, a multi-display production and presentation system. The 20-minute show accounted for over three TB of data, more than twice as much as a feature film.

Page 5: Burberry Case Study

SuccessDeemed the “Mother of all parties” by the Daily Telegraph, the event was announced with a dramatic 24-hour countdown on the Burberry website. It was filmed in all angles using multiple cameras in real time then streamed live to over 200 websites and into 50 Burberry stores worldwide.

For Passion the event marked a huge leap-forward in the scale of high-tech live-event production, topping the company’s efforts with Madonna and the Gorillaz at the Grammys. In addition to the content creation, Passion honed its skills with Musion and numerous projection technologies, enabling it to offer this expertise directly to the marketplace.

Page 6: Burberry Case Study

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