Burberry has announced a special collaboration with one of the world’s most popular video games, Minecraft, to bring the Burberry brand story to their communities in a new and unexpected way. Comprising an in-game adventure from Burberry and Minecraft called ‘Burberry: Freedom to Go Beyond’, a physical partnered capsule collection and a range of extensions and experiences, the collaboration allows consumers to both physically and digitally immerse themselves in a distinctly Burberry x Minecraft universe. Uniting two brands with shared values of adventure, creativity and self-expression, the collaboration marks the first time that Burberry has partnered with a gaming franchise to create a fully branded gaming experience that is supported by a physical capsule collection.

Equipping the modern explorer in the game and beyond, the capsule collection will be available online exclusively at burberry.com, as well as in-store at seven global stores and pop-ups including at Spring Street, New York; Shenzhen Bay, China; Regent Street, London; Omotesando, Tokyo; Cheongdam-dong Seoul, Korea; Taipei 101, Taiwan Area, China; and Siam Paragon, Thailand. Both the free in-game adventure and the partnered capsule collection will become available on 1 November. Players can find the Burberry world in the Minecraft Marketplace and the capsule collection online, as well as in-store. Early access to the capsule collection and a set of exclusive in-game accessories will begin on 31 October in selected countries and exclusively to Burberry subscribers.