Last night at Burberrys 121 Regent St store, Christopher Bailey, Cara Delevingne, Amber Le Bon, Alexandra Roach and Jack Whitehall attended a live performance with Jake Bugg.
It was a night to remember.
For starters, the venue: Burberrys flagship is all magic mirrors and digital innovation, sleekly integrated with the original features of the historic building in the heart of the West End.
Unsurprisingly for a company that's at the forefront of e-commerce and online fashion, the store represents the future of shopping, with digital and physical experiences combined.
But last night was not about shopping. Christopher Baileys music venture, Burberry Acoustic, is a non-commercial initiative that gives new bands a platform. The impressive space was filled with bright young things clad in (or wishing they were) and eagerly awaiting a performance from emerging talent Jake Bugg.
The Nottingham born singer/songwriter took to the (hydraulic) stage in front of a 22ft retail screen at the multipurpose superstore to perform songs from his debut album.
And judging by the crowds reaction Burberry is on to a great thing. The retail wonderland is also a great music venue.
