One of the most famous British fashion houses, Burberry, opened its second largest store in North America, in Chicago, on November 29th. Even though the Chicago flagship isn’t quite on the scale of their newly relaunched one in London, it has been a memorable experience for the Chicagoans. Five stories tall store’s opening was celebrated with a physically and digitally immersive event that showcased weather and city residents wearing brand’s iconic coats. Images from Art of the Trench Project were shown in the store, around the city and across the brand’s social media.

This flagship store offers the Burberry Retail Theatre concept that allows for the broadcast of live events and content on the store’s interior digital screens that can be globally-synchronized.

The event was hosted by Burberry’s Chief Creative Officer, Christopher Bailey and it was unique tribute to the Windy city with all attendees wearing the brand’s iconic trench coats. Burberry’s intention wasn’t only improving the customer’s experience while shopping, but to focusing on how to give each client a personalized experience. Music for the evening was provided by British musician Carl Barat from the Libertines, who performed a live set, followed by DJ Matt Roan. Guests at the event included actors Charlie Barnett, Billy Zane and Alex Holden, American former football player Jerry Azumah, DJ Kid Color, artist JC Steinbrunner.

According to customers the store is stunning and it’s what shopping dreams are made of.