uxury fashion brand Burberry has collaborated with Elle Digital Japan to develop an interactive virtual copy of its flagship Ginza store.
Burberry stated that the two brands aim to “push the boundaries through creativity, exploring the relationship between physical and digital experiences to create exciting new concepts for its community and enhance personalised luxury commerce”.
Shoppers will be able to venture into the virtual store and explore, navigate and purchase items from Burberry’s Spring/Summer 2021 collection just by selecting digital icons. To bring the event to life, Burberry has collaborated with actress Elaiza Ikeda to share five styling tips, accessible at touchpoints throughout the virtual store.
The digital replica of the Burberry Ginza store is built out over three floors, mirroring the physical store. The ground floor features signature bags, including the Olympia, the Pocket and the Lola Bags.
The first floor offers a selection of womenswear that include key outerwear pieces, such as the Waterloo and Kensington trench coats in Honey and Camden-fit car coats in black updated with graffitied logo detail.
On the second floor, there’s menswear, featuring the Pimlico car coat and Horseferry print nylon car coat, both in black. Additional pieces in this area include an olive fish-scale print silk twill short-sleeve shirt with graphic appliques and a deep orange Horseferry print hoodie. All created in intricate and immersive 3D models to feel just like the real thing.
Shoppers can visit the virtual store experience until April 18 on Elle Japan and Ellegirl Digital Japan.