The special Burberry x Minecraft collaboration consists of an in-game adventure titled “Burberry: Freedom to Go Beyond”, and a physical and digital capsule collection.
Designed in conjunction with the Minecraft Blockception cartographers, “Burberry: Freedom to Go Beyond” draws inspiration from Burberry’s pioneering heritage and reimagines nature travel through adventure.
The game begins in a digital version of London, which has always been a symbolic city of the brand where, with an adventurous storytelling, players take on the role of a modern explorer, venturing into the unknown to restore four kingdoms inspired by natural elements to harmony.
By combining the digital and physical worlds, Burberry and Minecraft encourage their communities to share their expression and equip both the modern explorer with objects and accessories for their character creation, as well as themselves, with a limited edition capsule collection. .
The capsule includes garments for men and women, including the unmistakable Waterloo Trench Coat, Car Coat and logo sweatshirts, hats and scarves. Adorned with virtual landscape scenes and Minecraft Creeper creature graphics, the garments are animated by a pixelated iteration of the Thomas Burberry monogram – inspired by the founder of Burberry – and embellished with floral embroidery.
To further celebrate this partnership, all the stores and pop-ups featuring the capsule collection are transformed into engaging spaces with “Burberry: Freedom to Go Beyond” inspired windows, floors and digital screens. In addition, Burberry makes the lines between fantasy and reality even more subtle by releasing an exclusive filter on Instagram, as well as custom emojis and special effects on Bilibili, a Chinese video sharing platform.
Set in the world of nature, where players are encouraged to complete various outdoor challenges and interact with the animal kingdom, “Burberry: Freedom to Go Beyond” reflects the value Burberry and Minecraft place on the wonders of nature.
To protect and conserve natural landscapes for the explorers of tomorrow, Burberry and Minecraft are committed to a donation to help protect 500,000 trees and plant 25,000 trees through the environmental organization Conservation International and its forest conservation initiatives around the world. .
“Burberry: Freedom to Go Beyond” and its 15 free play styles are available for download from the Minecraft Marketplace.
The capsule is available exclusively online at Burberry.com and in seven stores and pop-ups around the world, including Spring Street, New York; Shenzhen Bay, China; Regent Street, London; Omotesando, Tokyo; Seoul Cheongdam, Korea; 101 Taipei, Taiwan Area, China; and Siam Paragon, Thailand.