Burberry takes over Harrods on Roblox

Burberry has launched a takeover of its Harrods store on the online gaming platform Roblox, inviting the global community to explore the digital extension of Burberry at the British luxury department store.

While the Harrods facade is recreated into a Burberry-branded virtual storefront for the first time, it aims to celebrate Burberry’s heritage of exploration and the outdoors.

Overhanging awnings and window displays are reimagined using the house’s new brand signifiers, including the knight blue colour and the signature Burberry check in a seasonal colourway.

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Furthermore, Burberry has launched a virtual pop up store featuring colours and prints inspired by the interior of the physical takeover. Tent materials, camping chairs and check platforms become trampolines that visitors can use to explore the pop-up.

Users can also style their avatars by purchasing digital Burberry items influenced by the physical capsule collection, including scarves, hot water bottles and horse-shaped carabiners, for use on the platform.

Moreover, the virtual store is surrounded by four outdoor park scenes, including the garden, pond, equestrian knight design maze and forest. The park space hosts a variety of weekly scavenger hunts and obstacle courses, where users can participate to unlock free items in the virtual store.

Phillip Hennche, director of channel innovation, Burberry, said: “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.”

MARKETING-INTERACTIVE has reached out to Burberry for more information. 

This is not the first collaboration between Burberry and Roblox. Back in July 2022, Burberry introduced a virtual handbag collection on Roblox. 

Taking inspiration from the brand’s iconic Lola bag, the exclusive limited-edition virtual Lola range was comprised of five unique handbags in experimental designs. Each handbag was accompanied by an exclusive emote, a unique action that avatars could perform on Roblox. 

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