Burberry announces 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 both physically and digitally immerse themselves in a distinctly Burberry x Minecraft universe.
Uniting two brands with shared values of adventure, creativity and self-expression, the collaboration marks the first time that Burberry has partnered with a gaming franchise to create a fully branded gaming experience that is supported by a physical capsule collection.
Equipping the modern explorer in game and beyond, the capsule collection will be available online exclusively at Burberry.com, as well as in store at seven global stores and pop-ups including at Spring Street, New York; Shenzhen Bay, China; Regent Street, London; Omotesando, Tokyo; Cheongdam-dong Seoul, Korea; Taipei 101, Taiwan Area, China; and Siam Paragon, Thailand.
Both the free in-game adventure and the partnered capsule collection will become available on 1 November. Players can find the Burberry world in the Minecraft Marketplace and the capsule collection online, as well as in store. Early access to the capsule collection and a set of exclusive in-game accessories will begin on the 31 October in selected countries and exclusively to Burberry subscribers.
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