Burberry Goes Global with 3D Runway Show

Burberry is stepping up its commitment to cool connectivity: the U.K. brand plans to stream its next runway show live in 3D at specially staged events in New York, Paris, Dubai, Tokyo and Los Angeles.

The plaid label intends its next catwalk show, the Autumn/Winter 2010/11 collection, scheduled to hit an actual runway at 4 p.m. in The Chelsea College of Art on February 23, to be unveiled in five “private 3D events” outside of the U.K.

Burberry has partnered up with broadcaster Sky, using the television network’s 3D technology to bring the fashion images to the “custom screening spaces” designed by Burberry chief creative officer, Christopher Bailey.

“We... are hosting the first ever truly global fashion show,” said Bailey in a release.

Utilizing the power of the web has long fascinated designers, despite some teething problems. Back in 1998, Helmut Lang skipped one runway show and instead videotaped his collection in-house, later posting the results on his website, completely flummoxing some less-than-tech-savvy editors at the time.

But a decade later, Gucci comfortably streamed live its cruise collection from a garden on Rome’s towering Janiculum Hill for a contemporary “La Dolce Vita” live webcast show.

Adding to this new 3D buzz, Burberry will also stream pre-show entertainment from behind the scenes, backstage and red carpet in London.

Burberry has selected a quintet of suitably hip locations to stage its live 3D moment. In New York, the show will be seen at Skylight studios, a favored Manhattan location for U.S. runway shows; in Paris, at perennially trendy concept store Colette; in Dubai, at The Address skyscraper and in Tokyo with a special “'Burberry Night'” in electro-house club La Fabrique.

A "live streaming" in L.A., hosted by The Daily Beast editor-in-chief Tina Brown, will not be live due to its distant time zone from London.

“3D technology will bring our global audience into the London show space allowing them to see the colors and fabrics, to hear the music and to be a part of that moment when it all finally comes together,” said Bailey.

Burberry also plans to stream its show in 2D on their Web site, allowing viewers to comment and critique in real time using their Facebook and Twitter accounts.

The marriage of high-tech and fashion still has to iron out certain problems. Last October, technology-obsessed Alexander McQueen planned to live-stream his Paris show on Nick Knight's SHOWstudio.com. But when Lady Gaga Twittered right before the show that McQueen was about to premiere her new single, her huge following surged onto the feed, causing SHOWstudio itself to crash.

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