Virtual Luxury Fashion Flagships

Burberry and Elle Digital Japan worked together to create an interactive virtual replica of the luxury fashion house's flagship Ginza store and it is only open for a limited time this spring. The store gives customers the chance to look around and purchase items from the SS21 collection by interacting with digital icons. Although much of the experience is based on the physical store, it also goes above and beyond by incorporating online content like inspirational short styling films.

Burberry has found a lot of success tapping into fashion gaming, live streaming events and social retail stores, and this virtual flagship represents yet another way the company is intentionally pushing "boundaries through creativity, exploring the relationship between physical and digital experiences to create exciting new concepts for its community and enhance personalized luxury commerce."