Burberry Launches AR Shopping Feature

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Burberry Augmented Reality

In celebration of the Lola bag, Burberry has launched a new augmented reality (AR) functionality on Burberry.com which allows customers to virtually place a true-to-scale model of the signature bag within their environment.

Users can scan their surroundings with their smartphone to generate the 3D bag which they can position in various live scenarios – whether on a table next to other personal items to understand the size of the product or against their ensemble to view contrasting colourways, simulating the in-store experience.

The AR viewer also enables customers to explore the intricate details and craftsmanship of the bag before purchase, including the Thomas Burberry Monogram clasp. With a full 360-degree view of the product, features – such as interior pockets – can be easily discovered virtually by opening the bag and exploring inside.

Burberry’s digital teams partnered with Vertebrae, a Snap Inc. company which provides 3D and AR solutions, to produce the new augmented reality assets of the signature bag, allowing multiple variations of the Lola to come to life. Vertebrae uses state of the art 3D capture systems, from photogrammetry to laser scanning, to produce virtual replicas of products that echo the same level of quality as physical items.

The Lola AR viewer is currently available across 60 Lola product pages worldwide. To use the tool, users can search for the Lola bag on Burberry.com.

Burberry is continuously experimenting with technologies such as AR to enhance and personalise luxury experiences, blending innovations with activations around the world to create unexpected moments for its communities.

To celebrate the launch of its outerwear campaign in October 2021, Burberry launched a series of pop-ups allowing customers to immerse themselves in the campaign by scanning a QR code and unlocking an exclusive AR Instagram filter. The filter featured both a face and world lens, allowing users to pause and interact with nature, as they, or their environment, became surrounded by raindrops held in anti-gravity – a unique experience which could be captured and shared across social media.

Most recently, Burberry launched an immersive experience inspired by the brand’s Spring/Summer 2022 collection at its flagship on Rodeo Drive, Beverly Hills. As part of the store takeover, the exterior facade of the building was enveloped in a kaleidoscopic abstract print that we animated via an Instagram filter.

Press release courtesy of Burberry

Amanda Cosco
Amanda Cosco is a Fashion Futurist and the founder of Electric Runway