Burberry has launched a new Augmented Reality (AR) 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.
To celebrate the recent opening of the new flagship store opening in Ginza, Tokyo, visitors to the store could take part in an exclusive AR experience activated through QR codes. In December 2019, Burberry launched a digital pop-up experience powered by Google Lens in London where users could see an aerial live feed of themselves on their phone, surrounded by a herd of Burberry deer.
To use this latest AR tool, users can search for the Burberry Black TB bag or Arthur Check Sneaker using Google Search on their mobile device. The tool is currently available in the UK and the US, with plans for global roll out for a variety of products over the coming months.
Examples:
Burberry Strengthens Presence in Japan with New Flagship Store in Ginza, Tokyo
Burberry has opened a new flagship store at the exclusive Ginza Marronnier building in Tokyo. This is the first flagship store to be built in Japan to reflect the new store concept by Chief Creative Officer Riccardo Tisci.
The store will feature exclusive items from the Spring Summer 2020 Pre-collection, as well as a limited-edition Thomas’s Burberry Monogram print silk scarf in pistachio.
Building on our history of digital innovation, visitors to the store can take part in an exclusive Artificial Reality experience which can only be activated through QR codes on pistachio Thomas Burberry flags on Ginza Chuo-dori. Until the end of November, users can activate an exclusive AR lens to discover hidden Burberry deer on the streets of Ginza, and after finding a deer, share it on their social channels, such as LINE or Instagram.
The Ginza store is the fourth store that Burberry has opened in Japan in the last 6 months, expanding the brand’s footprint in Tokyo and Osaka.
Photo
Burberry launches Google Lens pop-up experience at Ely’s Yard in London
Burberry has launched a digital pop-up experience powered by Google Lens at Ely’s Yard, Brick Lane in London.
For five days only, three large Burberry porcelain fawns will inhabit the industrial space in glass vitrines. By scanning one of the glass boxes with the Google Lens app, users will be able to see an aerial live feed of themselves on their phone, captured by a camera suspended 35 meters above them. To share the moment, participants can take a screenshot of themselves with the fawns to post on their social platforms.
Google Lens uses computer vision technology to help users search what they see and explore the world in new ways by simply pointing their camera. The experience created by Burberry allows people to capture unique moments of togetherness with friends and strangers, exploring humans’ relationship with technology by presenting users with multiple perspectives on an image of themselves.
The experience, which forms part of Burberry’s festive campaign ‘What is Love’, was open to the public from the 11 to the 15 December 11 – 15, 2019.
