Most fashion shows follow the same old formula: models, runways and walking. Lots and lots of walking. But recently, more brands are exploring new ways to show collections, often using digital technologies to build interaction or create unexpected experiences.

The latest to do this is Dunhill, which last week created a giant virtual showcase for a presentation in Shanghai. The British luxury brand built a giant dome that showed projections that represented the four seasons in Britain. For the presentation, over 60 local models stood inside the dome wearing the brand’s latest collection, while a visual backdrop around them slowly changed and showed a holographic interpretation of each of the seasons. Music by Vaughn Williams played, which was chosen by Dunhill to evoke the grandeur of British weather. There was even a scent released into the room, which represented the smell of air after it rains.

As well as present the new collection to the local Shanghai audience, the concept also aimed to recreate the atmosphere of London, and give the 1000 guests at the event a taste of the British life – something at the heart of the brand’s identity.

As the number of wealthy consumers in China continues to grow, more Western brands are devising innovative campaigns to bring their goods to market in the country, and do it in a way that remain sensitive to local tastes. We explore these ideas further in our New Chinese Luxury Briefing. Have a read here.