Burberry unveils collection in Minecraft link-up
Burberry has launched the collaboration with popular video game Minecraft that we revealed was in the works last month. It comes complete with a physical fashion collection.
It takes in an in-game adventure called ‘Burberry: Freedom to Go Beyond’, plus the physical capsule collection and a range of extensions and experiences, and “allows consumers to both physically and digitally immerse themselves in a distinctly Burberry x Minecraft universe”.
It’s the first time Burberry has partnered with a gaming franchise to create a fully immersive and branded bespoke in-game experiences this way.
It takes inspiration from the brand’s “pioneering heritage and reimagines journeys into nature through the power of adventure”.
The game starts in a “fantastical version of the City of London”, the home and global headquarters of Burberry, and is “punctuated by creative references to the brand’s universe”. That means an Equestrian Knight character, Thomas Burberry Monogram maze and a range of members from the Burberry animal kingdom, each bestowed with mystical powers.
Meanwhile, exclusively online at Burberry.com and in selected stores now, the capsule offers items for both men and women – including the Waterloo Trench Coat and Car Coats, logo-print sweatshirts, hoodies, hats and scarves.
They’re decorated with virtual landscape scenes and graphics of the Minecraft creature Creeper, and animated by a pixelated iteration of the Thomas Burberry Monogram, plus floral embroidery is included “in an ode to the outdoors”.
There are also five looks available in-game as character skins and captured on models alongside digital avatars.
Each of the stores and pop-ups stocking the capsule collection has been transformed into an immersive space featuring special window displays, digital screens and flooring.
The seven stores carrying the pieces are Spring Street, New York; Shenzhen Bay, China; Regent Street, London; Omotesando, Tokyo; Seoul Cheongdam; 101 Taipei; and Siam Paragon.
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