Burberry embraces augmented reality for SS21 Pocket Bag launch

By

Sandra Halliday

Published
Apr 20, 2021

Burberry is continuing its deep dive into technology and said that it's marking the SS21 launch of the Pocket Bag with an augmented reality experience.

This AR move allows users to “design their own 3D Pocket bag sculptures, inspired by the maritime themes of its SS21 campaign”.

The company sees the fact that it's “continuously pushing the boundaries of digital innovation” as a way to enhance the luxury experience. And as well as the inspirational AR experience, consumers can also shop for the bags at the brand’s webstore, making use of an AR tool to place AR versions of the bags in their surroundings and see them at scale against other real-life objects. Burberry said this helps to simulate the in-store experience in a digital realm.

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The SS21 collection is called In Bloom, taking inspiration from “a modern mythology, a contemporary fairy tale where a love story blooms between a mermaid and a shark, darkly romantic and unexpected”.

The unique sculptures consumers are able to design via this new campaign can be seen in AR and captured for sharing across social platforms. “These experiences seek to enrich our customer journeys online and bring our digital content into the physical surroundings of customers”, the company said.