Burberry debuts takeover of Harrods in Roblox metaverse

February 6, 2024

For the first time, the iconic Harrods facade is recreated into a Burberry-branded virtual storefront. The launch invites Roblox’s global community to explore the digital extension of Burberry at Harrods. Image: Burberry, Harrods

By Luxury Marketer Intelligence

Fashion brand Burberry has launched a takeover of department store Harrods on Roblox, an immersive online platform in the metaverse.

The launch invites Roblox’s global community to explore the digital extension of Burberry at Harrods. This digital presence highlights Burberry’s heritage of exploration and the outdoors.

“Following the success of our previous experiences on the platform, we have created a new, exciting way to tell Burberry’s story of exploration and the great outdoors,” said Phillip Hennche, director of channel innovation at Burberry, London, in a statement.

“We look forward to inviting our global community to explore our brand and takeover of one of London’s iconic department stores in an immersive experience,” he said.

Burberry’s virtual world, created in collaboration with Roblox developer Sawhorse, will run through Feb. 29.

Entrance to the Harrods store in Roblox that has been taken over by British fashion label Burberry for February 2024. Image: Burberry, Harrods

Digital trenches
For the first time, the iconic Harrods facade is recreated into a Burberry-branded virtual storefront.

Overhanging awnings and window displays are reimagined using Burberry’s new brand signifiers, including the Knight blue color and the Burberry Check in a seasonal colorway.

Interior of the Harrods store taken over by Burberry in Roblox. Image: Burberry, Harrods

A virtual popup store features colors and prints inspired by the interior of the physical takeover.

Tent materials, camping chairs and check platforms become trampolines that visitors can use to explore the popup.

Users can style their avatars by buying digital Burberry items influenced by the physical capsule collection – including scarves, hot water bottles and horse-shaped carabiners – for use on the platform.

The virtual store is surrounded by four outdoor park scenes: the garden, pond, Equestrian Knight Design maze and forest.

The park space hosts a variety of weekly scavenger hunts and obstacle courses, where users can participate to unlock free items in the virtual store.

Share your thoughts. Click here

Burberry debuts takeover of Harrods in Roblox metaverse

6 days left! Register now for Luxury Outlook Summit New York

How accessible luxury brands can leverage new loyalty strategies without eroding brand equity

Why AI will be key for growing a luxury business in 2026

Luxury marketers and professionals can co-opt AI – or else

Why this Luxury Outlook Summit Jan. 14-15 is different from years past

The 4C’s for luxury marketers to watch out for in 2026

196 self-made billionaires drove wealth to record $15.8 trillion, up 13pc over 12 months

Rolls-Royce Americas CEO to headline Luxury Outlook Summit 2026 New York Jan. 14-15. Join us!

Global luxury spending to stay flat at $1.66 trillion in 2025 as shopper base shrinks

2026 will likely be another year of dislocation for fashion: report