Burberry uses “parallel social event” via WeChat to celebrate Shanghai flagship opening
Burberry has once again collaborated with mobile messaging service WeChat to create a “parallel social event” for the opening celebration of its new flagship store in Shanghai. Before the event last night (24 April) followers were able to interact with a series of London and Shanghai skylines by shaking, swiping or tapping their devices. After the event, interactive event "panoramas" were brought to life using a newly developed tool allowing users to immerse themselves in dynamic, 360 degree views of the London and Shanghai set at the store. The activity marked the second stage of the Burberry WeChat innovation partnership, which kicked off at London Fashion Week in February this year. The event also marked the start of a new collaboration with the Alibaba Group with the opening of the official Burberry Tmall.com store. The celebratory launch also saw live performances from Paloma Faith and George Ezra, and culminated with Burberry model Cara Delevingne “flying” above the audience.