In Burberry’s latest venture in digital innovation, the luxury fashion house has collaborated with ELLE Digital Japan to create an interactive virtual replica of its flagship Ginza store.
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Burberry regularly pushes the boundaries through creativity, exploring the relationship between physical and digital experiences to create new concepts for its community and enhance personalised luxury commerce.
Customers is able to navigate themselves around the virtual store and purchase items from Burberry’s Spring/Summer 2021 collection by selecting digital icons.
Mirroring the physical Burberry Ginza store, the virtual space is built out over three floors: the ground floor offers signature bags including the Olympia, the Pocket and the Lola Bags.
The first floor offers a selection of womenswear from key outwear including the Waterloo and Kensington trench coats in Honey and Camden-fit car coats in black updated with graffitied logo detail, to pieces from the Spring/Summer 2021 collection including a marine-sketch print T-shirt, a lightweight hooded jacket highlighted with a check pattern and an oversized hoodie updated with Horseferry print. The second-floor, menswear, outerwear includes the Pimlico car coat and Horseferry print nylon car coat both in black, Spring/Summer 2021 styles include an olive fish-scale print silk twill short-sleeve shirt with graphic appliques and a deep orange Horseferry print hoodie.
Burberry and ELLE Digital Japan have also collaborated with actress Elaiza Ikeda to create five short styling tips films, which are accessible at touchpoints throughout the virtual store.
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The virtual store experience is available for one month from 19th March to 18th April on ELLE Japan and ELLEgirl Digital Japan.