Burberry has launched a takeover of the Harrods store on the online gaming platform Roblox, inviting the global community to explore Burberry's digital expansion in the British luxury department store.
The Harrods facade is being recreated for the first time in the Burberry brand's virtual storefront, with the aim of celebrating Burberry's exploration and outdoor heritage.
Overhanging awnings and window displays have been reimagined using the home's new brand signatures, including the night blue color and the iconic Burberry check in a seasonal colorway.
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Additionally, Burberry has launched a virtual pop-up store featuring colors and prints inspired by actual Takeover interiors. Tent materials, camp chairs, and check platforms become trampolines that visitors can use to explore the pop-up.
Users can also style their avatars by purchasing digital Burberry items inspired by the physical capsule collection, such as scarves, hot water bottles and horse-shaped carabiners, for use on the platform.
In addition, the virtual store is surrounded by four outdoor park scenes, including a garden, a pond, a maze with an equestrian knight design, and a forest. The park space hosts different treasure hunts and obstacle courses each week that users can participate in to unlock free items in the virtual store.
Philippe Hensch, Director of Channel Innovation at Burberry, said: Following the success of our previous experience with this platform, we have created a new and exciting way to tell Burberry's exploration and wilderness stories. We're looking forward to inviting our global community to explore our brand in an immersive experience and take over one of London's iconic department stores. ”
MARKETING-INTERACTIVE has contacted Burberry for more information.
This isn't the first collaboration between Burberry and Roblox. Back in July 2022, Burberry introduced a virtual handbag collection on Roblox.
Inspired by the brand's iconic Lola bag, the limited edition Virtual Lola series consists of five unique handbags with experimental designs. Each handbag came with a dedicated emote, a unique action that your avatar can perform on his Roblox.
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