Minecraft And Burberry Developing Their Video Game Business: The British fashion house Burberry has joined forces with the popular sandbox video game Minecraft to further establish itself in the digital realm. Burberry’s in-game Minecraft adventure, Burberry: Freedom to Go Beyond, has a slew of engaging experiences in addition to a capsule collection sold digitally and in seven stores across the world (New York, Shenzhen, London, Tokyo, Seoul, Taiwan, and Bangkok).
The game has four stages and is set in a pixelated version of London decorated with Burberry logos. Brand icons such as the Equestrian Knight, the Thomas Burberry Monogram labyrinth, underwater reefs, chequered balloons, and figures from the Burberry animal world are reimagined for the gamified experience as players navigate the environment.
Explore the unexpected. @Burberry and Minecraft invite you into a free in-game adventure and unique collection inspired by the great outdoors and Burberry’s icons. https://t.co/4GT8Ky3D1x #BurberryMinecraft pic.twitter.com/qRfMk7CvrP
— Minecraft (@Minecraft) November 1, 2022
Minecraft And Burberry Developing Their Video Game Business
Burberry’s head of channel innovation Phillip Hennche calls this a “marquee moment” for the company to make a splash in the gaming industry. According to Hennche, “Gaming is a highly essential channel for us about how we engage our customer.” We’ve done the research, and we know that it’s a major motivating factor for our ideal customers. Through this collaboration, Burberry hopes to target both its existing customer base, which it knows is already playing Minecraft, and new users who may not be familiar with the brand.
This is Burberry’s first gaming cooperation of this scope, although it’s not their first overall. It started an alliance with Mythical Games’ NFT game Blankos Block party in 2021 and expanded that alliance earlier this year to incorporate even more characters within its branded virtual environment.
This year, the corporation has also collaborated with esports company Gen.G on an inclusiveness push in esports by creating a program to encourage and empower female players. This is the first luxury goods collaboration for Minecraft, joining Lacoste and Uniqlo. In addition to Louis Vuitton’s 2019 League of Legends relationship, Gucci Town on Roblox, and Dior’s designs for Gran Turismo 7, are other examples of gaming collaborations between premium brands.
Despite the conventional belief that the gaming and luxury industries have little in common, the former has attracted the latter due to the metaverse’s growing popularity among the former. What happened was “totally out of the blue,” as Hennche puts it. A relationship with one of the largest and most beloved games might not seem like an obvious decision at first, but it is. Creativity and risk-taking are two of the virtues he cites as being inextricably linked to our shared culture.
The Burberry Virtual World was developed in conjunction with Blockception and is available on the Minecraft Marketplace. To create really immersive retail experiences for a collection that aims to bridge the gap between digital and physical, displays showing scenes from the game will line the walls and floors of stores carrying the physical collection.
In-store, you may find clothing and accessories with designs that combine brand codes, such as Burberry checks with Minecraft creepers or pixelated versions of a brand’s signature florals. There are 15 different skins that can be downloaded for free in-game, five of which are based on the actual capsule set.
Some of the items reference classic Burberry styles, while others make references to the Minecraft universe. All of the inspiration for the designs comes from Burberry’s designers and stylists. And he praises the creativity and skill of Minecraft artists like Blockception, saying, “They make these magnificent pieces of art that you’d never imagine could be made out of mere pixels.”
Hennche explains that the end result is “extremely Minecraft” while also being “quite elevated, very stylish, very luxury.” Here, Burberry is sending a message that the fashion industry is ready to embrace metaverse aesthetics. As the fashion industry continues to explore the metaverse, criticisms about the aesthetics of metaverse and Web3 visuals have emerged.
Among us
— SlenderGuy (@SlenderGuyXD) November 1, 2022
Minecraft is well-known for its blocky, pixelated aesthetic, making it a questionable fit for a high-end label. Burberry saw this as a chance to once again embrace the unexpected by choosing a lower-fidelity setting in which to develop its designs and promotional campaigns. According to Hennche, the cube is an integral aspect of Burberry’s visual language, appearing everywhere from the brand’s fashion photos to its modular in-store visual merchandising and the Burberry check.
Hennche says, “We’ll continue the path of experimenting and learning,” adding that the brand will be selective in the partnerships it enters into, but will make way for more experimental ventures fusing digital and physical, expanding on lessons learned from the Minecraft collaboration.
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