Today, Burberry launches its takeover of Harrods on the immersive online platform, Roblox. This launch invites Roblox’s global community to explore the digital extension of Burberry at Harrods, which celebrates Burberry’s heritage of exploration and the outdoors.
For the first time, the iconic Harrods facade is recreated into a Burberry branded virtual storefront. Overhanging awnings and window displays are reimagined using the house’s new brand signifiers, including the Knight blue colour and the Burberry Check in a seasonal colourway.
A virtual pop-up store features colours and prints inspired by the interior of the physical takeover. Tent materials, camping chairs and check platforms become trampolines that visitors can use to explore the pop-up. Users can style their avatars by purchasing digital Burberry items influenced by the physical capsule collection, including scarves, hot water bottles and horse-shaped carabiners, for use on the platform.
The virtual store is surrounded by four outdoor park scenes: the garden, pond, Equestrian Knight Design maze and forest. The park space hosts a variety of weekly scavenger hunts and obstacle courses, where users can participate to unlock free items in the virtual store.
‘We are thrilled to launch our Harrods takeover experience in Roblox. Following the success of our previous experiences on the platform, we have created a new, exciting way to tell Burberry’s story of exploration and the great outdoors. We look forward to inviting our global community to explore our brand and takeover of one of London’s iconic department stores in an immersive experience.’
Burberry’s virtual world, created in collaboration with Roblox developer Sawhorse, is available now on Roblox and will run from 1– 29 February.
