Burberry partners with Minecraft for in-game experience and collection

High fashion brand Burberry is releasing a special collaboration with Minecraft, one of the world’s most popular video games.

The collaboration includes the launch of in-game adventure ‘Burberry: Freedom to Go Beyond’ and a capsule collection that allows fans of the brand to both physically and digitally immerse themselves in the Burberry x Minecraft universe.

The joint venture also marks the first time that Burberry has teamed up with a gaming franchise to create a fully immersive experience, which is “fresh in both landscape and storyline.”

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“We are thrilled to be partnering with Minecraft to bring the Burberry brand story to life in such an immersive way,” Burberry director of channel innovation Phillip Hennche said.

“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.”

Both the free in-game adventure and the partnered capsule collection will become available on 1 November.

The capsule collection will be available online exclusively at Burberry.com, as well as in-store at seven global stores and pop-ups.

Early access to the capsule collection and a set of exclusive in-game accessories will also begin on 31 October in selected countries and exclusively to Burberry subscribers.



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