On April 16th British luxury fashion house Burberry will be celebrating the opening of its latest flagship store on Rodeo Drive. The exclusive event will be held at Griffith Observatory in Los Angeles.
Burberry will share the event on the social media app Snapchat. Leading up until the very day, customers and fans of the brand will be able to witness activities taking place via their mobile device.
In a statement made to Luxury Daily, John Elkaim, chief marketing officer at Olapic, said, “Digital social platforms such as Instagram or Snapchat are the focal point of their attention, and brands are starting to recognize this. Snapchat is the epitome of short, fast content that demands immediate viewing.”
The event will be hosted by Burberry’s Chief Creative and Chief Executive Officer Christopher Bailey. In a press release, Bailey said, “It is an incredible honor and a huge privilege to be able to bring a little bit of Burberry’s hometown of London to such an iconic venue in the heart of Los Angeles. Griffith Observatory is a truly inspiring place and I would like to thank the City for allowing us to host our event there.”
In addition, to celebrate Burberry’s new flagship store and the event taking place at the Griffith Observatory, the British brand has partnered with the non-profit group Friends Of The Observatory (FOTO) on a series of funded projects that will take place over the next two years.
In order to maintain relevancy in this digital age, Burberry has rolled out several campaigns to connect with today’s consumers. In 2011, Burberry was the first fashion powerhouse to post photos of items before it hit the runway. In 2012, the brand unveiled a technologically advanced store in London that provides an interactive experience for customers. In 2013, Burberry partnered with Google to bring consumers “Burberry Kisses,” which allowed consumers to send digital kisses to anyone in the world.
Most recently, it announced a digital collaboration with Shinsegae Group to launch Burberry SSG.com, a personalized space that reflects the brand’s own online flagship store, Burberry.com. The space will offer Korean customers a tailor-made variety of Burberry products as well as an all-in-one experience of the brand in-store and online.
(Photos via Snapchat)