Burberry & GQ: The Beat Party

Burberry co-hosted an event with GQ(US) to celebrate the recent launch of the Burberry The Beat for Men fragrance at rock music venue The Viper Room in Los Angeles.

Over 150 guests attended the event including Liv Tyler, May Anderson, Ali Larter, Ian Somerhalder and Rufus Sewell all of whom wore Burberry as well as Mischa Barton, Nico Stai, Devon Gummersal, Marley Shelton, Britney Gastano, Luke Grimes, Annabelle Wallis, Alex Kaluzhsly and Tyrese Gibson.

The evening included a special live performance by indie rock band Cold War Kids, who also wore Burberry.

Burberry recently re-opened its Beverly Hills store with a new store concept designed and developed by Burberry Creative Director Christopher Bailey in October 2008.

The 7,379 square foot store is located at 9560 Wilshire Boulevard features ready-to-wear for men and women from the Burberry Prorsum and Burberry London collections as well as a full assortment of accessories.

Burberry The Beat for Men continues in the footsteps of its predecessor, the women’s version. The aim is to launch a fresher, younger, more innovative version of Burberry fragrances.

Christopher Bailey had a very clear idea of what he wanted, and so perfumists Olivier Polge and Domitille Bertier listened to current Brit pop icons like Kasabian, Fratellis and Razorlight, to infuse the perfume with a contemporary Brit essence.

The ad campaign is full of references to the 60s, emphasising British heritage and how the 60s Brit scene marked a whole generation.

For Bailey, it was important that the ads showed real people doing real things, to reflect the fragrance’s attitude – stylish yet real people.

The scent has striking hints of fresh wood with bourbon vetiver, violet and black pepper. Finally, it has a citrus touch, to give the fragrance a youthful feel.

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