Burberry’s Fashion Week Retail Theatre

Gail Chiasson, North American Editor

When Burberry shows its Spring Summer 2011 womenswear collection today during London Fashion Week, the show will also be streamed from London to custom designed, digitally-charged Retail Theatres in 25 Burberry flagship stores with enhanced state of the art technology.

These include stores in London, Paris, Berlin, Rome, Milan, Venice, New York, Los Angeles, San Francisco, Boston, Costa Mesa, Toronto, Dubai, Mumbai, Istanbul, Tokyo, Beijing, Shanghai, Hong Kong, Taiwan, Singapore and Korea.

Guests at the events will be able to place orders straight from the runway through a custom-built Burberry iPad application.

The Burberry show will also be streamed live online directly from the show space in London.

Customers at the private events and online at Burberry.com will be able to immediately order the widest runway assortment from the brand since it developed the ‘Runway to Reality’ concept, including outerwear, bags and Burberry Beauty for delivery within just seven weeks.

The show is taking place at the Chelsea College of Art and Design in Westminster, London at 4 p.m. today.

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