The Art of the Trench website (//artofthetrench.com) by Burberry launched in November 2009, showcases customers wearing the iconic Burberry trench coat, including a series of portraits by The Sartorialist Scott Shuman. It has since had over 22 million pageviews from over 200 countries. In addition, the British label extended its reach on Tumblr in August 2012, and has amassed over 106,000 followers to date.
Having previously hosted Art of the Trench in Chicago, Brazil and India, with further events planned for Paris, Seoul, Kiev and Istanbul later this year, Burberry has announced that its digital platform will be brought to life physically for the first time in China.
The event celebrates the iconic Burberry trench coat and its wearers, with more than 50 of Shanghai’s established and emerging creative figures from the worlds of art, culture, fashion, business and sport, captured by Chinese photographer Trunk Xu, wearing the trench coat in key locations throughout the city as part of Art of the Trench.
Visitors to Burberry's installations at both its K11 and L’Avenue stores in Shanghai are now able to experience Art of the Trench digital, with further content will be revealed later this month through Burberry’s Sina Weibo page, where fans throughout China will be invited to submit their own trench portraits to contribute to the evolution of Art of the Trench.
The Burberry K11 store, which opened at the end of May 2013, features a 670 square meter flat screen LED video wall on its exterior facade showcasing the latest Burberry video content and in its interior retail space, video screens enabling the broadcast of live events and showcasing innovative audio visual content, controlled by the brand’s global headquarters in London.
On 29 August, British model Cara Delevingne who is the face of Burberry Body Tender campaign, will be hosting the launch of the event at the K11 store in Shanghai.
The evening event will be a celebration of Shanghai and its inhabitants, with images captured for Art of the Trench displayed throughout the store, the city and globally across Burberry social media sites.
The Burberry Trench Coat
With a history of over 156 years of craftsmanship and fabric development, Burberry has a heritage in providing practical and functional outerwear with a unique British sensibility.
The British label's trench coat remains the natural starting point and springboard for all Burberry menswear, womenswear and childrenswear collections and is seasonally re-interpreted to reflect the mood and direction of the season.
Art of the Trench in Shanghai begins officially on 30 August and will take place until 16 September 2013.
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