Burberry doubles down on digital with virtual store
British luxury brand Burberry has partnered with Elle Digital Japan to take its in-store
Ginza, Tokyo flagship experience entirely online in the form of a virtual replica store.
Online visitors will be able to navigate themselves around the three-floor virtual retail landscape, which mirrors the physical Burberry Ginza store, at their leisure.
The ground floor is dedicated to leathergoods and, as with the other two levels, features shoppable digital product icons, rounding out the increasingly lifelike e-retail experience.
The two brands have also collaborated with actress Elaiza Ikeda on five short ‘styling tips’ films, accessible via touchpoints situated around the e-store.
Burberry Ginza’s virtual counterpart will be available for one month (March 19 to April 18) here.
