Burberry’s new AR Bag experience is simulating the in-store experience in a digital realm


@Burberry AR experience

Burberry creates Augmented Reality Pocket Bag Experience.

To mark the Spring/Summer 2021 launch of the Pocket bag, Burberry has created an augmented reality experience that allows users to design their own 3D Pocket bag sculptures, inspired by the maritime themes of its SS21 campaign.

Named ‘In Bloom’, the collection takes inspiration from a modern mythology, a contemporary fairy tale where a love story blooms between a mermaid and a shark, darkly romantic and unexpected. These unique sculptures can then be seen in AR and captured for sharing across social platforms.

In addition to the inspirational AR experience, users can also shop the latest Pocket Bags on Burberry.com, utilising an AR tool to place AR versions of the pocket bags in their surroundings and see them at scale against other real-life objects. The tool allows users to explore four different shapes and sizes of the new pocket bags, simulating the in-store experience in a digital realm. The AR Pocket Bag experience is available for customers globally on Burberry.com and on the Burberry app.

@Burberry AR experience


Burberry also launched an Augmented Reality shopping tool through Google Search technology. The AR tool allows
consumers to experience Burberry products embedded in the environment around them, enhancing their research and shopping experience online.

When searching for Burberry items using Google Search on their phone, consumers can see an AR version of the
product at scale against other real-life objects. For example, a user can place a TB bag next to an existing outfit to gain a better understanding of the product before purchasing and simulating the in-store experience.

The inspiration phase of the decision to purchase is becoming increasingly important for luxury consumers. Burberry is continuously experimenting with digital innovation such as AR to create a more exciting experience and enhance personalised luxury commerce, blending the technology with other activations around the world.

@burberry japan


In Burberry’s latest venture in digital innovation, the luxury fashion house has collaborated with ELLE Digital Japan to create an interactive virtual replica of its flagship Ginza store.

Customers will be able to navigate themselves around the virtual store and purchase items from Burberry’s
Spring/Summer 2021 collection by selecting digital icons.

Mirroring the physical Burberry Ginza store, the virtual space is built out over three floors: the ground floor offers signature bags including the Olympia, the Pocket and the Lola Bags. The first floor offers a selection of womenswear from key outwear including the Waterloo and Kensington trench coats in Honey and Camden-fit car coats in black updated with graffitied logo detail, to pieces from the Spring/Summer 2021 collection including a marine-sketch print T-shirt, a lightweight hooded jacket highlighted with a check pattern and an oversized hoodie updated with Horseferry print. The second-floor, menswear, outerwear includes the Pimlico car coat and Horseferry print nylon car coat both in black, Spring/Summer 2021 styles include an olive fish-scale print silk twill short-sleeve shirt with graphic appliques and a deep orange Horseferry print hoodie.

Burberry and ELLE Digital Japan have also collaborated with actress Elaiza Ikeda to create five short styling tips films, which are accessible at touchpoints throughout the virtual store.