Fire up your iPad, as Burberry is installing ‘Retail Theatre’ environments in 25 flagship stores worldwide so that it can live-stream its catwalk shows. The idea is to roll out enhanced acoustics and visuals in the shops to encourage shoppers to buy clothes straight off the runway. Customers can sift through collections on iPads through a Burberry app. “This concept allows us to broadcast our multi faceted content all over the world, directly to our stores, creating a modern and pure brand environment,” says Christopher Bailey, Burberry chief creative officer. “Customers at the exclusive in-store digital events will experience the clothes, the music, the energy and the atmosphere in real time and have the unique opportunity to receive their orders in just 7 weeks.”