# Optical Illusion Openings The Burberry Chicago Flagship Store Lines Up the Trenches By Katie Pagnotta | Published 2012-12-15 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/burberry-chicago References: [fashionindie](http://fashionindie.com/burberry-celebrates-the-art-of-the-trench-in-chicago/) & [blog.chicagoarchitecture.info](http://blog.chicagoarchitecture.info/tag/burberry-store/) The long awaited [Burberry](https://www.trendhunter.com/trends/luxury-flagship-redesign) Chicago flagship store opening finally happened, and it was a glamorous occasion. The opening took place at Chicago's infamous Magnificent Mile, the new location for the store. The celebration consisted of a display of male models dressed to the nines in Burberry black trenches and holding up umbrellas. A glittery ambiance was set with hundreds of [twinkle lights sparkling](https://www.trendhunter.com/trends/gucci-snow-globe) in the night. The lights attached to trees actually reflected into the sleek black storefront and created a whimsical optical illusion. There was also crisp spotlights on each model and the storefront sign was illuminated. The opening was hard to miss and the set-up was impeccable. Burberry is a brand associated with prep and polish, and the Burberry Chicago flagship store opening sets the bar high for competitor brands. ## Trend Insights (Trend Hunter) - Score: 4.0/10 - Popularity: 43% | Activity: 69% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Hip Fashion](https://www.trendhunter.com/hipfashion) ## Key Themes ### What's Driving This Trend - **Glamorous Openings:** There is an opportunity for brands to create memorable and visually stunning store opening events that captivate consumers. - **Optical Illusion Marketing:** Using optical illusions in storefront displays can create a unique and enchanting visual experience that attracts attention and sets a brand apart. - **Impeccable Branding:** The Burberry Chicago flagship store opening showcases the importance of attention to detail and creating a cohesive brand experience from start to finish. ### Who This Affects Most - **Retail:** Retailers can benefit from creating captivating and visually stunning store openings to generate excitement and increase foot traffic. - **Fashion:** Fashion brands can leverage optical illusions in their marketing strategies to create a memorable and distinctive brand image. - **Event Management:** Event planning companies can specialize in creating impeccably curated and visually enticing store opening events for luxury brands. ## Related on Trend Hunter - [Luxury Flagship Redesigns](https://www.trendhunter.com/trends/luxury-flagship-redesign.md) - [Minimally Designed Fashion Boutiques](https://www.trendhunter.com/trends/burberry-store.md) - [Sculptural Luxury Fashion Stores](https://www.trendhunter.com/trends/new-store-in-milan.md) - [Luxury Department Store Takeovers](https://www.trendhunter.com/trends/burberry-and-harrods.md) - [Color-Accented Flagship Stores](https://www.trendhunter.com/trends/valentino-flagship-stores.md) - [Slick Monochromatic Retail Boutiques](https://www.trendhunter.com/trends/tom-ford-boutique.md) - [Temporary Luxury Brand Installations](https://www.trendhunter.com/trends/luxury-brand-installation.md) - [Hyper-Realistic Premium Eyewear Stores](https://www.trendhunter.com/trends/gentle-monster-opens.md) - [Luxury Flagship Reopenings](https://www.trendhunter.com/trends/miu-miu-london-flagship.md)