BURBERRY brought its digital platform, Art of the Trench, to life physically for the first time in Hong Kong tonight with an event celebrating the dynamic city and its creative community. Art of the Trench is a celebration of the iconic Burberry trench coat and the people who wear it. The concept invites people to submit portraits of themselves wearing their trench coats from around the world to feature on the site, which has had over 24.8 million page views from users in over 221 countries since launching in 2009.
Captured by Hong Kong photographer Wing Shya, 30 of Hong Kong’s established and emerging creative pioneers have been photographed using the eclectic city as a backdrop. Celebrating all facets of the brand including music, innovation and the trench coat, guests at the event were invited to explore the portraits via interactive touch screens throughout the store.
As part of a global celebration of the site, Burberry has previously hosted Art of the Trench events in Seoul, Shanghai, Kiev, Istanbul, Paris, Chicago, Brazil, India and Taiwan.
A party was held at the Burberry Pacific Place flagship store with a flown in British band Eliza and the Bear performed a live acoustic set.