Having previously hosted Art of the Trench in Chicago, Brazil and India, Burberry brought to life its digital platform physically for the first time in China last year, before also touring to Paris, Seoul, Kiev and Istanbul.
This year, the Art of the Trench begins the next leg of its Asian tour by making stops in Taipei, Hong Kong and Chengdu.
As a celebration of the iconic Burberry trench coat and the people who wear it, the Art of the Trench concept invites people to submit portraits of themselves wearing their trench coats from around the world to feature on its online portal.
Launched in November 2009, the website showcases customers wearing the iconic Burberry trench coat, including a series of portraits by The Sartorialist Scott Shuman. It has since had over 24.8 million pageviews from over 221 countries. In addition, the British label extended its reach on Tumblr in August 2012, and has amassed over 127,582 follower to date.
For the stopover in Hong Kong, Burberry enlisted photographer Wing Shya - the exclusive photographer and graphic designer for iconic films including 'In The Mood for Love' - to capture 30 of Hong Kong’s established and emerging creative pioneers, using various recognizable landmarks and locations in the eclectic city as backdrop.
Subjects featured in the photography exhibition include Joey Yung, Stephen Fung, Wyman Wong, Amanda Strang, Aarif Rahman, Michael Lau, Stanley Wong, Douglas Young, Shing Mak, Flora Lau, Valerie Chow and Charlotte Chen.
The four hanging LED panels within Pacific Place mall will showcase the photographs until 5 October whilst the Burberry Pacific Place flagship store, Russell Street and Alexander House stores will feature the content until 12 October.
Celebrating all facets of the brand including music, innovation and the trench coat, guests at the launch event held at the Burberry Pacific Place flagship store earlier this week were invited to explore the portraits via interactive touch screens throughout the store.
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.
