To stay in the loop with the latest features, news and interviews from the creative community around licensing, sign up to our weekly newsletter here
“Our capsule collection and exclusive in-game content bridges the digital and physical worlds through a celebration of adventure, exploration and self-expression,’ says Kayleen Walters, Head of Franchise Development at Mojang Studios.
Burberry has partnered with Minecraft on a capsule collection and in-game experience.
The limited-edition capsule collection sees items like the Waterloo Trench Coat and Car Coats – as well as sweatshirts, hoodies, hats and scarves – adorned with virtual landscape scenes and graphics of Minecraft’s Creeper creature.
In-game, players can explore ‘Burberry: Freedom to Go Beyond’, designed with Minecraft mapmakers Blockception. The map takes players into a fantastical version of London, with in-game references to the Burberry brand including an Equestrian Knight character and a Thomas Burberry Monogram maze. Five Burberry looks are also available in-game as character skins.
“We are thrilled to be partnering with Minecraft to bring the Burberry brand story to life in such an immersive way,” said Phillip Hennche, Director of Channel Innovation at Burberry.
“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.’
To further celebrate the partnership, each of the stores and pop-ups stocking the capsule collection will be transformed into immersive spaces featuring ‘Burberry: Freedom to Go Beyond’-inspired window displays, digital screens and flooring.
Burberry will also launch an exclusive Minecraft filter on Instagram, as well as emojis and special effects on Bilibili, a video-sharing platform in China.
Kayleen Walters, Head of Franchise Development at Mojang Studios, added: “We are excited to announce Minecraft’s first luxury goods collaboration with one of the most iconic fashion brands in the world, Burberry.
Our capsule collection and exclusive in-game content bridges the digital and physical worlds through a celebration of adventure, exploration and self-expression. Through our partnership, we will bring the joy of gaming to the world of luxury fashion and introduce new audiences to the endless creative possibilities within Minecraft.”
As part of the partnership, Burberry and Minecraft will make a donation to help protect 500,000 trees and plant 25,000 trees through Conservation International and their forest conservation efforts around the world.
Enter your details to receive Brands Untapped updates & news.