Today, Burberry announces a special collaboration with one of the world’s most popular video games, Minecraft, to bring the Burberry brand story to their communities in a new and unexpected way.
Comprising of an in-game adventure from Burberry and Minecraft called ‘Burberry: Freedom to Go Beyond’, a physical partnered capsule collection and a range of extensions and experiences – the collaboration allows consumers to both physically and digitally immerse themselves in a distinct universe.
Uniting two brands with shared values of adventure, creativity and self-expression, the collaboration marks the first time that the brand has partnered with a gaming franchise to create a fully branded gaming experience that is supported by a physical capsule collection.
Equipping the modern explorer in game and beyond, the capsule collection will be available online exclusively at burberry.com; as well as in store at seven global stores and pop-ups including at Spring Street (New York), Shenzhen Bay (China), Regent Street (London), Omotesando (Tokyo), Cheongdam-dong (Seoul), Taipei 101 (Taiwan Area), and Siam Paragon (Thailand).
Both the free in-game adventure and the partnered capsule collection will become available on 1 November. Players can find the Burberry world in the Minecraft Marketplace and the capsule collection online, as well as in store.
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