Burberry: London Fashion Week in Piccadilly Circus

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In its latest digital innovation, Burberry used the 32 meter digital screen in London's Piccadilly Circus to stream its Prorsum Womenswear Autumn Winter 2011 collection live to audiences the world over. It's the first time an event has even been live-streamed to the iconic screen.

The show, which took place on Monday, was also streamed globally in Burberry flagship stores worldwide, creating virtual events where the audience could 'buy from the runway'. Viewers could also download music tracks from the show through an on-demand service at Burberry.com using iTunes technology.Last year, Burberry streamed its runway event live to its stores.