Burberry unveils Minecraft collab, includes physical capsule collection
Burberry has announced a collaboration with one of the world’s most popular video games, Minecraft, that includes both gaming and physical products.
The company said the aim is “to bring the Burberry brand story to their [joint] communities in a new and unexpected way”.
The two partners have come up with an in-game adventure called Burberry: Freedom to Go Beyond, with a “physical partnered capsule collection and a range of extensions and experiences”.
The luxury fashion giant said the collaboration “allows consumers to both physically and digitally immerse themselves in a distinctly Burberry x Minecraft universe”.
It added that it shares values of “adventure, creativity and self-expression” with Minecraft, and the collab is the first time it has linked up with a gaming franchise to create a fully branded gaming experience that’s supported by a physical capsule collection.
The company has focused on “equipping the modern explorer in-game and beyond” and the capsule collection it’s come up with will be available on its webstore, as well as in seven global physical locations — both permanent stores and pop-ups. They include, New York’s Spring Street, China’s Shenzhen Bay, London’s Regent Street, Omotesando in Tokyo; Cheongdam-dong in Seoul; Taipei 101 in Taiwan; and Siam Paragon in Thailand.
The free in-game adventure and the collection will be available from 1 November, but early access to the capsule and a set of exclusive in-game accessories will begin on the 31 October in selected countries and exclusive to Burberry subscribers.
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