Burberry Releases a Tailored In-Game Adventure & Special Collection in Collaboration With Minecraft

1st November 2022

Burberry started a unique cooperation with one of the most popular video games in the world, Minecraft, to communicate the Burberry brand narrative to its communities in an unanticipated manner from November 1, 2022.

Comprised of an in-game adventure titled 'Burberry: Freedom to Go Beyond', a tangible capsule collection, and a variety of extensions and experiences, the cooperation enables customers to immerse themselves both physically and digitally in a Burberry x Minecraft environment.

This is the first time Burberry has teamed with a gaming series to offer a completely immersive and branded ingame experience that is unique in landscape and plot.

Burberry: Freedom to Go Beyond, created in collaboration with Minecraft mapmakers Blockception, draws inspiration from Burberry's pioneering past and reimagines trips into nature via the power of adventure. The game begins in a fantastical version of London, the home and global headquarters of Burberry, and is replete with creative references to the brand's universe, such as an Equestrian Knight character, a Thomas Burberry Monogram maze, and a variety of members of the Burberry animal kingdom, each endowed with magical abilities. With a daring and brisk story, players adopt the role of a contemporary explorer, journeying into the unknown to restore balance to four worlds inspired by the elements.

Burberry and Minecraft empower communities to express their individuality and provide the contemporary adventurer with in-game skins, character creation products, and a limited-edition capsule collection. The men's and women's capsule collection is available exclusively online at Burberry.com and in select shops beginning 1 November. It features iconic Burberry pieces including as the Waterloo Trench Coat and Car Coats, as well as logo-print sweatshirts, hoodies, hats, and scarves. Pieces are enlivened by a pixelated version of the Thomas Burberry Monogram – inspired by Burberry's creator – and adorned with flower embroidery to pay homage to the great outdoors. This collection is the first time Burberry has collaborated with a video game franchise to create a capsule collection. It includes five classic looks that are also accessible in-game as character skins and were photographed on models alongside digital avatars.

To further commemorate the relationship, all shops and pop-ups carrying the capsule collection will be turned into immersive experiences with 'Burberry: Freedom to Go Beyond'-inspired window displays, digital screens, and floors.

Burberry will also blur the barriers between dream and reality by introducing an unique Instagram filter, as well as custom emojis and special effects on the Chinese video-sharing site Bilibili.

Phillip Hennche, Director of Channel Innovation at Burberry, exclaims, "We are ecstatic to join with Minecraft to bring the Burberry brand narrative to life in such an engaging manner. With a similar passion in adventure, community, and the power of creativity to open places, the natural synergy between both of our companies has enabled us to link our respective worlds in an unanticipated but natural manner. By joining forces, we intend to unite communities and provide customers with an entirely new way to engage with our brand.'

We are thrilled to announce Minecraft's first luxury products cooperation with Burberry, one of the world's most renowned fashion houses. Through a love of adventure, discovery, and self-expression, our capsule collection and unique in-game content connect the digital and physical worlds. says Kayleen Walters, Head of Franchise Development at Mojang Studios. Through our relationship, we will bring the excitement of gaming to the world of high fashion and expose new audiences to Minecraft's limitless creative potential.

"Burberry: Freedom to Go Beyond" is set in the natural environment, where players are encouraged to perform numerous outdoor tasks and engage with the animal kingdom. This symbolises Burberry and Minecraft's passion for the beauty of nature. Burberry and Minecraft, in an attempt to preserve and maintain naturescapes for future explorers, will make a gift to the environmental group Conservation International and their forest conservation initiatives throughout the globe to protect 500,000 trees and plant 25,000 trees. This effort will not only aid in the protection and restoration of forest ecosystems, but also in the preservation of vital animal habitats in regions where Conservation International is active. It compliments Burberry and Conservation International's continued commitment to protecting the environment via the Fashion Pact.

On November 1 at 10 a.m. Pacific Standard Time (PST) / 5 p.m. Greenwich Mean Time (GMT), 'Burberry: Freedom to Go Beyond' and 15 free in-game styles were available for download from the Minecraft Marketplace. The capsule collection will be available online on October 31 exclusively to Burberry members and on November 1 to the general public worldwide.

The capsule will be available exclusively online at Burberry.com, in addition to seven worldwide locations and pop-ups, 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.

More About "BURBERRY: FREEDOM TO GO BEYOND"

Burberry: Freedom to Go Beyond is a Minecraft-based adventure game inspired by Burberry that can be downloaded from the Minecraft Marketplace.

NetEase Games operates both the PC and mobile versions of Minecraft in China.

The story begins in the Burberry block, a paradisaical environment where the Equestrian Knight Design (EKD) protagonist, the Burberry animal kingdom, and the nature guards coexist in peace and harmony. Following a rare planetary alignment, a malignant entity known as the Nexus is unleashed, a primordial force intent on wreaking havoc on the globe. The Nexus casts a curse on the nature guardians, changing them into chaotic monsters, in order to capture the EKD character. Blinded and exiled to their parallel realms, the presence of a possessed nature guardian in the domain of another produces full anarchy.

The player's objective is to go across each of the four element-inspired worlds – air, water, earth, and fire – and restore peace to each realm with the aid of the Burberry animal kingdom and their abilities. Upon finishing each realm, the player obtains a quarter of a Thomas Burberry (TB) key, which, when combined, liberates the EKD and expels the Nexus.

Concerning the Capsule Collection

The Burberry + Minecraft campaign highlights our affection for the natural environment and its endless possibilities for adventure, evoking Burberry's adventurous spirit.

The collection incorporates recognisable Burberry classics, such as The Heritage Trench Coat and House Check, fused with Minecraft motifs like as the Creeper, which were inspired by the game's storyline, a fast-paced expedition into the unknown inside natural open areas.

The capsule collection's designs are animated with blossoms, greenery, and expansive landscape images to depict the game's nature-inspired regions. Creating items for the contemporary adventurer who is encouraged to go outdoors or online and feel the freedom to go farther.

Bringing together the actual and digital worlds, the ad depicts models coexisting with online avatars in the game and standing on plinths inspired by the characteristic Minecraft pixelated block. A unique home code is a representation of both online and offline identities that blurs the barriers between truth and imagination.

WHAT IS MINECRAFT?

With up to 140 million monthly active players across 20 platforms, Minecraft is one of the best-selling video games in history. Minecraft is fundamentally a game about arranging bricks and embarking on adventures. Through regular game updates, new experiences such as Minecraft: Education Edition and Minecraft Dungeons, a wide range of consumer items, a growing library of Marketplace content, books, and a forthcoming big movie film, the Minecraft brand continues to attract new players.

ABOUT BLOCKCEPTION

Blockception Ltd was created in 2015 and is headquartered in Derry, Northern Ireland, with over sixty remote-based staff and contractors whose duties range from designers and scriptwriters to programmers and composers. Since 2017, an official Microsoft/Mojang Studios partner producing premium digital products for the Minecraft Marketplace. Over 40 million downloads of Marketplace products to date and founders of Galaxite, an official Minecraft server with 1.5 million active players each month. Clients in the past have included Cartoon Network/Warner Bros, UK Space Agency, Del Rey/Max Brooks, Microsoft, PUMA, Lacoste, and LaLiga.

Regarding Netease Games

NetEase Games is the online gaming business of NetEase, Inc. As one of the major incubators of high-quality online gaming content in the world, NetEase Games is committed to fostering the development of creative studios worldwide and expanding its international footprint. NetEase Games collaborates with Blizzard Entertainment, Mojang Studios (a Microsoft company), and other worldwide game creators to manage some of the most popular foreign online games in China, in addition to its self-developed games and world-class R&D skills. For further details, please visit Neteasegames.com.

ABOUT CONSERVATION INTERNATIONAL

Conservation International safeguards nature for humanity's benefit. Through research, policy, fieldwork, and financing, they identify and protect the most vital natural areas for the climate, biodiversity, and humankind. Conservation International, with offices in 30 countries and initiatives in more than 100 nations, collaborates with governments, businesses, civil society, Indigenous peoples, and local communities to help both people and wildlife flourish. For further information, please visit Conservation.org and follow their work on Conservation News, Facebook, Twitter, TikTok, Instagram, and YouTube.

ABOUT BURBERRY AND GAMING

This is the first time Burberry has teamed with a gaming series to produce a completely immersive and branded experience inside the game, and it follows the luxury brand's previous virtual experiences:

Burberry debuted its first game, B Bounce, in October 2019, followed by Ratberry in January 2020 to celebrate Chinese New Year.

B Surf, the luxury house's first multiplayer game, was released in July 2020 to promote the TB Summer Monogram campaign. Burberry's digital staff created each and every game in-house.

Burberry presented its first in-game NFT collection in August 2021 in collaboration with Mythical Games.

Burberry announced in June 2022 that it would continue its cooperation with Mythical Games to develop a second NFT collection in Blankos Block Party, its main game. The collection included a limited-edition Burberry Blanko, a unicorn called Minny B, and a variety of Burberry-branded in-game items that players could add to their virtual portfolios. As part of the cooperation, the brand created a custom social place inside the game where players could congregate and enjoy a one-of-a-kind virtual experience, therefore generating new venues for its communities.

Burberry presented the Lola purse as a virtual collection on Roblox in July 2022.

ABOUT BURBERRY

Burberry is a British luxury brand based in London, United Kingdom.

Burberry, which was established in 1856, is listed on the London Stock Exchange (BRBY.L) and is a component of the FTSE 100 index.

Burberry owns the trademarks BURBERRY, the Equestrian Knight Device, the Burberry Check, and the Thomas Burberry Monogram and Print.