The initiative, which launched today (14 December), has been inspired by the fashion label’s monogrammed scarf offering. Consumers can head to a microsite on their smartphone, 'flick' their screen to choose their favourite scarf and monogram their initials on the accessory.
The scarf will then be broadcast on the billboard-style outdoor screen in the busy London district. Fans of the brand can then play with their enlarged digital creation by moving their device in the direction they wish the scarf to fly.
Up to five users at a time can interact with the screen. Consumers will be given the option to purchase their scarf on Burberry.com, or receive directions to the nearby Regent Street flagship store, once their experience has ended.
The 3D technology has been developed in partnership with Dreamworks Animation’s technology company Nova. It will run 24 hours a day until 31 December.
Christopher Bailey, chief creative and chief executive of Burberry, said: "[Dreamworks Animation] have constantly pushed the boundaries of what is possible in digital animation and with their latest Nova platform we have been able to partner with them to create something really beautiful and engaging for our customers.
"We are looking forward to seeing how audiences react."
Jeffrey Katzenberg, chief executive of Dreamworks Animation, added: "Burberry is a world leader in luxury, and, leveraging Nova’s technology, we’re thrilled to help them demonstrate a new and innovative product experience that enables consumers to both personalise and visualise the iconic Burberry scarf."
Burberry has been a leader in the field of personalised brand experiences. Its flagship is currently hosting a customisable video booth to support its Christmas ad campaign, while last year saw the fashion house give consumers in New York and London the chance to personalise billboard ads, as part of its My Burberry perfume initiative.
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