Burberry taps latest in web 3D and augmented reality technology for first virtual scarf try on experience
Burberry has announced a new immersive AR experience.
This festive season, it is launching its first virtual scarf try on offering.
In a LinkedIn post, Seema Kukadia, Digital Innovation Manager at Burberry, said: “Using the latest in web 3D and augmented reality technology, our new immersive experience encourages customers to virtually explore Burberry’s iconic scarves and visualise how the brand's best known accessory will look.”
Available online via Burberry.com and in select stores, customers can use their mobile phone camera to view the scarf styled on themselves in real-time.
The experience has been developed in partnership with WANNA, a provider of AR and 3D experiences for luxury brands.
Kukadia added: “It builds on our rich legacy of digital innovation, from being the first luxury brand to live stream a runway show to recent activations including the development of an in-game world and capsule collection with Minecraft."
2024 RTIH INNOVATION AWARDS
Immersive experiences are a key focus area for the sixth edition of the RTIH Innovation Awards, which are now closed for entries.
The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.
Key 2024 dates
Friday, 25th October: Award entry deadline
Tuesday, 29th October: 2024 shortlist revealed
30th October-6th November: Judging days
Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.
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