To celebrate the opening of its flagship store, the Burberry Kelly Centre, in Shanghai, Burberry held an event on April 24th. Over 1,500 guests from around the world were invited. The venue was the Shanghai Shipyard near the Huangpu River. A theater-style space was created based on the interior design of the London flagship store, Burberry Regent Street, and the main stage recreated the London cityscape. Guests included actor Jamie Campbell Bower, actress Lin Chi-ling, and model Angelababy. The event program featured various motifs from the golden age of cinema, including a dance show featuring 90 dancers dressed in the brand's iconic trench coats and suits, a video depicting British weather and the brand's history, and live performances by George Ezra and Ed Harcourt.

A fashion show for BURBERRY PRORSUM was also held. British models such as Cara Delevingne, Suki Waterhouse, Malaika Firth, and Matilda Lawther, as well as Japanese model Ryohei Yamada, appeared on the runway. He performed the finale with dancers accompanied by the vocals of Paloma Faith.

The event was also live-streamed worldwide on social media platforms such as Facebook, Twitter, Instagram, Vine, and Google+.