Luxury goods firm Burberry has announced plans to stream its Spring Summer 2011 collection via 'retail theatres' in 25 flagship stores.

Burberry has been developing and testing the transmissions over several months, it said. The technology enables Burberry to broadcast content directly from its global headquarters across all platforms, including stores and multiple devices.

It means customers in store will explore the collection through iPads, where they will be able to buy immediately through a custom-built Burberry app following a private viewing of the show on high definition screens spanning 3x3 meters.

Christopher Bailey, Burberry chief creative officer, said: "We are really excited to be launching 'Burberry Retail Theatre' enabling the first ever live simultaneous virtual trunk shows in our stores globally.

"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. 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 seven weeks."
Burberry, which is headquartered in London and a member of the FTSE100, was founded in 1856.