Breakfast at Burberry

Burberry, it’s the most important meal of the day.

Remember events? Those crazy things where people would get together, speak, share ideas, have a good time?! Well, what better way to escape this pandemic-induced social isolation than breakfast at Burberry.

Following COVID-19 guidelines, we created a staggered event with 35 guests spanning across three days to celebrate the launch of the limited-edition Olympia Bag. The intimate presentation included a micro-runway with models showcasing a curated selection of pieces from Ricardo Tisci’s latest collection. With each pass down the runway, guests received an exclusive glimpse into the design’s construction and inspiration from the Burberry team.

To create a safe environment for guests and team members, we identified three core categories of guests to safely spread out the experience. In partnership with the Burberry team, we created an elevated in-store experience to remind people how good events can feel. Each group enjoyed champagne and water service, personalised name cards, personalised gifting and 1:1 styling service with the Burberry team.

On the final day of the VIP event, we invited guests to experience ‘Breakfast at Burberry’. A breakfast-drink-inspired invitation was delivered to each guest. Inside each custom die-cut carton was a branded Burberry mask and personalised invite printed on opalescent card stock. Guests enjoyed a perfectly delicious menu of breakfast canapes, mimosas (you’re welcome, again) and green juice.

We don’t mean to brag, but the event was a pretty big deal. Not only did people have a safe way to get out of the house and experience something new, but they were reinspired by Burberry. With an overwhelmingly positive response across social channels, we gained 474,609+ impressions from the three-day event alone. With a 100% turnout, guests were excited with the limited-edition Olympia Bag collection and fell for some of the bold, unexpected pieces from the latest Burberry collection. With relationships developed at the event and excitement built by social reach, the feel-good event successfully drove potential future sales, collection recognition and healthy champagne consumption.