Burberry has been making waves when Christopher Bailey dropped into town on Wednesday (with Keane in tow!) to stage a 3D hologram show of his F/W11 collection. when the invitation said 'Beijing Television Tower' we were all a little confused, but I guess it was all a bit too high-tech for your bog-standard five-star hotel. So I tagged along with A, who told Du Juan it was their mission of the night to get me in, but honestly how can anybody stop you if you're walking in with a supermodel clad in a spiked mini-dress (weighing in around 4kg) and a fierce leather jacket?
Walking into a cavernous black studio with projections on all surfaces around you, I think for me, pretty much defined the concept 'surround sound' and completely placed you in a Burberry plaid-filled alternative universe. The experience was too good for photographing, and I went along with this hi-tech thing by making my first ever iPhone 4 videos. they were hilariously shaky (due to problems of juggling clutch, phone and not spilling your champagne on Du Juan), and reminded me of the videos I used to watch on that 90's TV show You've been Framed. I tried to play it cool, standing a bare 1m away from Bailey himself, but then the junkie 'I was there' feeling in me totally had to be fulfilled that night. There is of course a much better video here of the actual thing, along with Keane's amazing set. Not that many people knew them, because I guess they never quite made it that big in China, and I hadn't heard much of their new stuff, but they obliged by playing a selection of their greatest hits from my teenage years.
My only gripe of the evening was that Bailey timed his appearance in the rather crowded VIP with Keane playing the song I'd been waiting for (Somewhere Only We Know), and I was too preoccupied with trying not to stand in the way of his photo with celebrity x, that I barely had time to focus. As for the show itself, I think we were all pretty stunned. The models looked a bit fuzzy around the edges but apart from that looked so real. I had a major debate with my friend the next day who was convinced they had been projected onto a screen. That would have been pretty self-defeating, and obviously too technically challenged to know how 3D holograms work (how many different projections does it take to cast a 3D person?) but they were definitely walking about/disappearing/morphing in real space, not on some flat surface.