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Today, Burberry launches 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 bothphysically and digitally immerse themselves in a distinctly Burberry x Minecraft universe.

Uniting two brands with shared values of exploration, creativity and self-expression, the collaboration marks the first time that Burberry has partnered with a gaming franchise to create a fully immersive and branded ingame experience, which is bespoke in both landscape and story line.

Designed together with Minecraft mapmakers Blockception, ‘Burberry: Freedom to Go Beyond’ takes inspiration from Burberry’s pioneering heritage and reimagines journeys into nature through the power of adventure. Commencing in a fantastical version of the City of London, the home and global headquarters of Burberry, the game is punctuated by creative references to the brand’s universe – including an Equestrian Knight character, Thomas Burberry Monogram maze and a range of members from the Burberry animal kingdom, each bestowed with mystical powers. With a venturesome and fast-paced narrative, game players assume the role of a modern explorer, adventuring into the unknown to restore four element-inspired realms to harmony.

Bridging the digital and physical worlds, Burberry and Minecraft encourage communities to showcase their self-expression and equip the modern explorer with in-game skins and character creator items, as well as a physical limited-edition capsule collection. Launching exclusively online at Burberry.com and in selected stores from 1 November, the capsule offers items for both men and women – including unmistakable Burberry icons, from the Waterloo Trench Coat and Car Coats to logo-print sweatshirts, hoodies, hats and scarves. Adorned with virtual landscape scenes and graphics of the Minecraft creature Creeper, pieces are animated by a pixelated iteration of the Thomas Burberry Monogram – inspired by Burberry’s founder – and enhanced by floral embroidery in an ode to the outdoors. Complemented by five iconic looks also available in-game as character skins and captured on models alongside digital avatars, the creation of this collection marks the first time that Burberry has partnered with a video game series for a capsule collection.

 

To further celebrate the partnership, each of the stores and pop-ups stocking the capsule collection will be transformed into immersive spaces featuring ‘Burberry: Freedom to Go Beyond’-inspired window displays, digital screens and flooring.

Burberry will also further blur the lines between fantasy and reality by releasing an exclusive filter on Instagram, as well as bespoke emojis and special effects on Bilibili – a video-sharing platform in China.

Phillip Hennche, Director of Channel Innovation at Burberry, says: ‘We are thrilled to be partnering with Minecraft to bring the Burberry brand story to life in such an immersive way. With a shared belief in adventure, community and the power of creativity to open spaces, the natural synergy between both of our brands has allowed us to connect our respective worlds in a way that is unexpected and yet entirely natural. By coming together, we hope to connect communities and inspire our consumers with a whole new way to experience our brand.’

‘We are excited to announce Minecraft’s first luxury goods collaboration with one of the most iconic fashion brands in the world, Burberry. Our capsule collection and exclusive in-game content bridges the digital and physical worlds through a celebration of adventure, exploration and self-expression,’ says Kayleen Walters, Head of Franchise Development at Mojang Studios. ‘Through our partnership, we will bring the joy of gaming to the world of luxury fashion and introduce new audiences to the endless creative possibilities within Minecraft.’

Set in the natural world, where game players are encouraged to complete various outdoor challenges and interact with the animal kingdom, ‘Burberry: Freedom to Go Beyond’ reflects Burberry and Minecraft’s appreciation of the wonder of nature. Teaming up to protect and conserve naturescapes for the explorers of tomorrow, Burberry and Minecraft will make a donation to help protect 500,000 trees and plant 25,000 trees through environmental organization Conservation International and their forest conservation efforts around the world. Support from this initiative will not only help protect and restore forest ecosystems but also help conserve critical wildlife habitats in places where Conservation International supports. It complements the ongoing commitment that Burberry and Conservation International have to protect nature through the Fashion Pact.

‘Burberry: Freedom to Go Beyond’ and its 15 free in-game styles will be available to download from the Minecraft Marketplace from 10am Pacific Standard Time (PST) / 5pm Greenwich Mean Time (GMT) on 1 November. The partnered capsule collection will become available online from 31 October exclusively to Burberry subscribers and then to the global public from 1 November.

The capsule will be available online exclusively at Burberry.com as well as seven global stores and pop-ups, including Spring Street, New York; Shenzhen Bay, China; Regent Street, London; Omotesando, Tokyo; Seoul Cheongdam, Korea; 101 Taipei, Taiwan Area, China; and Siam Paragon, Thailand.

ALL IMAGES © Courtesy of Burberry and 2022 Mojang AB. (MINECRAFT and the MINECRAFT logo are trademarks of Microsoft Corporation)

NOTES TO EDITORS

ABOUT ‘BURBERRY: FREEDOM TO GO BEYOND’

  • ‘Burberry: Freedom to Go Beyond’ is a Burberry-inspired adventure game within the world of Minecraft and is available to download from Minecraft Marketplace.
  •  In China, both the computer and mobile versions of Minecraft are operated by NetEase Games.
  • The adventure commences in the Burberry block – a paradise realm where the Equestrian Knight Design (EKD) character, Burberry animal kingdom and the nature guardians live together in peace and harmony. Following a rare planetary alignment, a malevolent entity known as the Nexus is released, a primordial force determined to bring disarray and discolour to the world. Trapping the EKD character, the Nexus enacts a curse upon the nature guardians, transforming them into chaos creatures. Blinded and banished to their counterpart worlds, the possessed nature guardian’s presence in each other's domain causes complete chaos.
  • The player’s task is to journey through each of the four element-inspired realms – air, water, earth and fire and with the help of the Burberry animal kingdom and their powers, restore harmony to each of the realms. On completing each realm, the player receives 1/4 of a Thomas Burberry (TB) key, which once united, sets the EKD free and banishes the Nexus.

ABOUT THE CAPSULE COLLECTION

  • Evoking Burberry’s adventurous spirit, the Burberry x Minecraft campaign embodies our affinity for the natural world and the limitless potential for adventure it holds.
  •  Inspired by the game’s narrative, a fast-paced adventure into the unknown within natural open spaces –the collection features unmistakable Burberry icons, namely The Heritage Trench Coat and House Check,merged with Minecraft motifs such as the Creeper.
  • Animated with florals, foliage and vast landscape graphics, the capsule collection designs evoke the games nature-inspired realms. Creating pieces made for a modern explorer inspired to venture outside or online and experience the freedom to go beyond.
  • Uniting the physical and digital realms, the campaign features models co-existing alongside online avatars in the game and standing atop plinths inspired by the signature Minecraft pixelated block. An expression of both in person and online identities and one that blurs the lines between reality and fantasy – a distinctive house code.

ABOUT MINECRAFT

Minecraft is one of the best-selling video games in history with up to 140 million monthly active players across 20 platforms. At its core, Minecraft is a game about placing blocks and going on adventures. The Minecraft franchise continues to reach new players through ongoing game updates, new experiences like Minecraft: Education Edition and Minecraft Dungeons, a diverse line of consumer products, a growing library of Marketplace content, books and an upcoming major motion picture.

ABOUT BLOCKCEPTION

Blockception Ltd was founded in 2015 and based in Derry, Northern Ireland, with 60+ employees and contractors working remotely based worldwide and roles ranging from designers and scriptwriters to programmers and composers. An official partner of Microsoft/Mojang Studios since 2017, creating topquality digital content for the Minecraft Marketplace. Over 40 million Marketplace product downloads to date and creators of Galaxite, an official partnered Minecraft server with 1.5 million unique active players per month. Past clients include Cartoon Network/Warner Bros, UK Space Agency, Del Rey/Max Brooks, Microsoft, PUMA, Lacoste and LaLiga.

ABOUT NETEASE GAMES

NetEase Games is the online games division of NetEase, Inc. (NASDAQ: NTES and HKEX: 9999), developing and operating some of the most popular mobile and PC games in markets including China and Japan. As one of the world's largest incubators of quality online game content, NetEase Games is dedicated to supporting the growth of innovative studios around the globe and growing an international presence along the way. To complement its self-developed games and world-class R&D capabilities, NetEase Games also partners with other industry leaders including Blizzard Entertainment, Mojang Studios (a Microsoft subsidiary) and other global game developers to operate some of the most popular international online games in China. For more information, please visit Neteasegames.com.

ABOUT CONSERVATION INTERNATIONAL

Conservation International protects nature for the benefit of humanity. Through science, policy, fieldwork and finance, they spotlight and secure the most important places in nature for the climate, for biodiversity and for people. With offices in 30 countries and projects in more than 100 countries, Conservation International partners with governments, companies, civil society, Indigenous peoples and local communities to help people and nature thrive together. Go to Conservation.org for more and follow their work on Conservation News, Facebook, Twitter, TikTok, Instagram and YouTube.

ABOUT BURBERRY AND GAMING

Burberry’s collaboration with Minecraft marks the first time that Burberry has partnered with a gaming franchise to create a fully immersive and branded experience in-game and follows the luxury house’s earlier virtual experiences:

  • October 2019: Burberry released its first game, B Bounce, followed by its extension Ratberry, in celebration of Chinese New Year, in January 2020.
  • July 2020: the luxury house’s first multiplayer game, B Surf, was launched in support of the TB Summer Monogram campaign. All games were developed in-house by Burberry’s digital teams.
  • August 2021: Burberry launched its first in-game NFT collection in partnership with Mythical Games.
  • June 2022: Burberry announced the continuation of its partnership with Mythical Games to release a second NFT collection in its flagship title, Blankos Block Party. The collection included a limited-edition Burberry Blanko, a unicorn named Minny B, as well as a selection of Burberry branded in-game accessories which players could add to their virtual portfolio. As part of the collaboration, the brand opened new spaces for its communities by creating a bespoke social space within the game where players could come together and enjoy a unique virtual experience.
  • July 2022: Burberry introduced its Lola bag as a virtual collection on Roblox.

ABOUT BURBERRY

  • Burberry is a British luxury brand headquartered in London, UK.
  • Founded in 1856, Burberry is listed on the London Stock Exchange (BRBY.L) and is a constituent of the FTSE 100 index.
  • BURBERRY, the Equestrian Knight Device, the Burberry Check and the Thomas Burberry Monogram and Print are trademarks belonging to Burberry.
  •  For more news: www.burberryplc.com
  • For more information on Burberry’s approach to responsibility: www.burberryplc.com/en/responsibility/approach-to-responsibility