Burberry Chicago Celebrates The Art of Trench

03 Dec, 2012

The opening celebrations for Burberry flagship store on Chicago’s Magnificent Mile continued with an event dedicated to the fashion houses’ staple-the trench coat.

The gala, appropriately dubbed Art of the Trench, showcased the evolving story of the iconic Burberry trench with a digital marketing campaign highlighting the diversity of the people who wear them around the world.

Burberry Chief Creative Officer Christopher Bailey added a personal touch by including some of Chicago’s movers- and –shakers, all in the trench fitting their individual style, to the barrage of images digitally displayed throughout the store.

Over 600 guests enjoyed five levels of luxury at the brand’s second largest store in America in an experience that started before their clear, double doors even opened.

A straight line of male models stood along the front of the store in a manner reminiscent of the queens’ guards.  The trench served as their uniform, an adorning umbrella as their weapon.  Guests passing while walking the red carpet knew they were in the midst of something big.

They were greeted by servers dressed in all black holding trays of Champaign and hors d’oeuvres.  The spacious layout gave visitors room to mingle while taking in the sheer elegance of their surroundings.

Plain-faced mannequins showcased the precision in tailoring that’s unique to Burberry women’s line as they stood in their perspective spots frozen at the perfect angle.  Those who shopped sat in plush leather seating as models donning the item of their choice performed a personal runway show.

The main floor served as the stage while British musician Carl Barat performed a live set that took party-goers overseas.   It was a night that won’t easily be forgotten.

Welcome to Chicago Burberry!

B. Spencer

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