Burberry to launch digital retailer in partnership with ELLE Digital Japan
Burberry worked with ELLE Digital Japan to create an interactive virtual replica of its flagship Ginza store
in the Burberry’s The luxury fashion house, the youngest digital innovation company, has partnered with THEY Digital Japan is creating an interactive virtual replica of its Ginza flagship store.
Burberry regularly pushes the boundaries through creativity and explores the relationship between physical and digital experiences to create exciting new concepts for its community and enhance personalized luxury retailing.
Customers can find their way around the virtual store and purchase items from the Burberry Spring / Summer 2021 collection by selecting digital icons.
The virtual space mirrors the physical Burberry Ginza store and extends over three floors: on the ground floor there are characteristic bags such as Olympia, Pocket and Lola Bags.
On the first floor you will find a selection of women’s fashion, from important outwear items such as trench coats from Waterloo and Kensington in honey and Camden-fit carcoats in black, which have been updated with graffitized logo details, to pieces from the spring / summer 2021 collection, including a navy sketch print T. shirt, a lightweight checked hooded jacket and an oversized horseferry print hoodie.
The men’s outerwear and outerwear on the second floor includes the Pimlico car coat and the horseferry-printed nylon car coat, both in black. The spring / summer 2021 styles include a short-sleeved shirt made of silk twill with olive fish scales and graphic applications, as well as a dark orange Horseferry print hoodie.
Burberry and ELLE Digital Japan also worked with actress Elaiza Ikeda to create five short films of styling tips accessible at touchpoints across the virtual store.
The virtual business experience will be available for one month from March 19 to April 18 at ELLE Japan and ELLEgirl Digital Japan.
