Burberry has been in the headlines over the last couple of days and not just for its Spring 2024 fashion collection. With the help of Roblox’s creative director “Sawhorse”, the British heritage brand brings an iconic London department store to the midst of the metaverse.
To celebrate Harrods’ 175th in business Burberry’ has designed a collection that welcomes outdoor life… in the Metaverse. Following an icy winter, the fashion house uses its statement “Knight- Blue” and marries it with the equally iconic store Harrods in Knightsbridge. Celebrities such as Naomi Campbell also came to celebrate as pictured here in a Getty image provided by Dave Bennett.
Earlier this week, Burberry took over Harrods in London by lighting up the IRL Harrods building in a daring cobalt blue. Burberry also dressed the Harrods guards in a statement knighted blue as fashion made its way to the city.
But the statement was not reserved just for the physical store. The Burberry Brand now boasts a storefront inside of the Roblox with a replica Harrods store available in the Metaverse for gameplay. Roblox users can participate in maizes and challenges to win rewards while exploring several luxurious gardens with their virtual friends. The virtual storefront includes clothing in which users can dress their avatars in. It also has camping chairs and hot water bottles just in case the avatars decide they want to go outside and touch the grass.
This is not the first time Burberry has collaborated with Roblox. Back in 2022, Burberry released the Lola Attitude collection which offered a mix-and-match collection of wearables for Roblox Avatars. As fashion continues to readily adopt the metaverse, I’m sure we can expect more digital designs from Burberry.
Phillip Hennche, director of innovation for Burberry had this to say.
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.’
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