Burberry launches new Augmented Reality shopping tool

Burberry has launched a new Augmented Reality shopping tool, powered by Google technology. The AR tool allows consumers to visualise Burberry products in the environment around them, with the aim to enhance consumers online shopping experience.

The technology allows users on Google to search for Burberry items on their phone, with consumers then offered the change to see an AR version of the product (at 1:1 scale) in a real life environment.

To use the AR tool, users need only search for the Burberry Black TB bag or Arthur Check Sneaker using Google Search on their mobile device, Google will then offer an AR product view.

The tool is currently available in the UK and the US, with plans for global roll out for a variety of products over the coming months.

Burberry is continuously experimenting with digital innovation such as AR to create a more exciting experience and enhance personalised luxury commerce, blending the technology with other activations around the world.

In December 2019, Burberry launched a digital pop-up experience powered by Google Lens in Brick Lane, London. By scanning one of the glass boxes with the Google Lens app, users were able to see an aerial live feed of themselves on their phone, captured by a camera suspended 35 meters above them.