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03/22/2021

Burberry Opens Virtual Version of Its Flagship

Burberry has opened a shopable digital version of one of its flagship stores. Take a look at the interactive virtual replica.
Jamie Grill-Goodman
Editor in Chief
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Burberry has opened a shopable digital version of one of its flagship stores.

The luxury fashion house collaborated with ELLE Digital Japan to create an interactive virtual replica of its flagship Ginza, Japan store. Customers will be able to navigate themselves around the virtual store and purchase items from Burberry’s Spring/Summer 2021 collection by selecting digital icons.

The virtual experience will be open for one month from March 19 to April 18 on ELLE Japan and ELLEgirl Digital Japan.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.

The Burberry Ginza store, which opened in November 2019, takes inspiration from its redesigned flagship storein London.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.

The virtual store experience will be available for one month from 19 March to 18 April on ELLE Japan and ELLEgirl Digital Japan.

Access the virtual store here: http://burberry-ginza.com/