Burberry collaborates with Minecraft for a customized in-game adventure “Burberry: Freedom to Go Beyond.”
The game and a special capsule collection will be released on November 1.
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Burberry is teaming up with the popular game Minecraft to create an in-game adventure, “Burberry: Freedom to Go Beyond.” The British luxury brand invites players to delve into Burberry-themed virtual worlds. Users can play with Minecraft’s building blocks covered in the brand’s Nova check and TB logo-shaped garden and explore fields of wheat populated by Burberry’s mascot deer.
Minecraft is composed of pixelated building blocks for users to create their own virtual world. The game sees up to 140 million monthly active users across 20 platforms.
“The Burberry x Minecraft in-game adventure is a fast-paced journey into the unknown that allows the player to explore four treacherous domains. Featuring 15 downloadable skins based on fashion, fantasy and adventure, the game reimagines journeys into nature through the power of adventure,”Burberry described the game on its website.
The 15 downloadable skins will give users the opportunity to dress their game characters in Burberry.
“Burberry: Freedom to Go Beyond” launches on November 1, along with a special capsule drop via the Minecraft Marketplace. The collection is available for users in the game as well as in-store at several global locations. The real-life clothing collection is inspired by Minecraft and features 8-bit graphics. Burberry’s subscribers in selected countries can receive a set of exclusive accessories for the game and have early access on October 31.
The fashion label is quickly growing in the gaming and technology industries. Burberry entered the gaming space with Mythical Games in 2021 and extended the partnership this summer by releasing an NFT character. The brand already uses AR technology to drive real-life product sales. Still, more changes that bring forward the brand’s digital presence have recently occurred: Jonathan Akeroyd joined Burberry as the new CEO and Daniel Lee as the chief creative officer.
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