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19 Apr 2021

Burberry creates augmented reality Pocket Bag experience

To mark the Spring/Summer 21 launch of the Pocket bag, Burberry has created an augmented reality experience that allows users to design their own 3D Pocket bag sculptures, inspired by the maritime themes of its SS21 campaign. Named ‘In Bloom’, the collection takes inspiration from a modern mythology, a contemporary fairy tale where a love story blooms between a mermaid and a shark, darkly romantic and unexpected. These unique sculptures can then be seen in AR and captured for sharing across social platforms. These experiences seek to enrich our customer journeys online and bring our digital content into the physical surroundings of customers.

Burberry is continuously pushing the boundaries of digital innovation to enhance the luxury experience. In addition to the inspirational AR experience, users can also shop the latest Pocket Bags on Burberry.com, utilising an AR tool to place AR versions of the pocket bags in their surroundings and see them at scale against other real-life objects. The tool allows users to explore four different shapes and sizes of the new pocket bags, simulating the in-store experience in a digital realm.

The AR Pocket Bag experience is available for customers globally on Burberry.com and on the Burberry app.

Try the AR Pocket Bag experience here: https://uk.burberry.com/the-world-of-the-pocket-bag/

Google Lens

Burberry launched an Augmented Reality shopping tool through Google Search technology. The AR tool allows consumers to experience Burberry products embedded in the environment around them, enhancing their research and shopping experience online.


In Burberry’s latest venture in digital innovation, the luxury fashion house has collaborated with ELLE Digital Japan to create an interactive virtual replica of its flagship Ginza store.


Burberry partnered with live video streaming service Twitch to invite its global community to immerse itself in the Burberry Spring/Summer 2021 show experience set in the British outdoors.