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Burberry unveiled their ‘Retail Theatre’ concept, which completely reforms the way consumers shop for their Spring/Summer 2011 womens wear collection.

Customers and guests will be treated to a custom-designed, digitally charged in-store ‘Retail Theatre’ environment with enhanced acoustics and state of art visual technology. For now, there are 25 stores across the world that are going to sponsor Burberry’s upcoming fashion show on September 21st. Developers behind this idea intend to bedazzle the audience through 3X3 meter screens, amazing sound effects and stunning high-definition visuals. By the end of the fashion show, viewers will be able to earmark the products they are interested into, through their Burberry iPad applications, with delivery arriving in just 7 weeks – way ahead of standard time, talk about fast high fashion!

The designer, Christopher Bailey, chief creative officer of British heritage brand Burberry's, and the man behind the Burberry Prorsum collections, said the 'Retail Theatres' would provide simultaneous virtual trunk shows in the brand's global network of stores.  “Customers at the exclusive in-store digital events will experience the clothes, the music, the energy and the atmosphere in real time,” says Christopher Bailey, Burberry’s Chief Creative Officer in a press release

 Customers invited to the in-store events receive digital invitations with a personal video message from Christopher Bailey today.

 This is the fourth time that Burberry will be offering its runway collection for immediate purchase and early delivery since it launched the exclusive 'Runway to Reality' concept in September 2009.