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Burberry partners with Minecraft for a bespoke in-game adventure and capsule collection

Chloe Burney
01 November 2022

Burberry has launched the ‘Burberry: Freedom to Go Beyond’ collaboration with Minecraft, the globally popular video game, to bring its brand story to its communities in a new and exciting way.

Consisting of a physical capsule collection and a digital range of extensions and experiences in-game, the collaboration allows consumers to both physically and digitally immerse themselves into the Burberry x Minecraft universe.

The collaboration marks the first time that Burberry has partnered with a gaming franchise to create a fully immersive experience, which is fresh in both landscape and storyline.

Phillip Hennche, Director of Channel Innovation at Burberry, commented: “We are thrilled to be partnering with Minecraft to bring the Burberry brand story to life in such an immersive way. With a shared belief in adventure, community, and the power of creativity to open spaces, the natural synergy between both of our brands has allowed us to connect our respective worlds in a way that is unexpected and yet entirely natural. By coming together, we hope to connect communities and inspire our consumers with a whole new way to experience our brand.”

Burberry x Minecraft

The Burberry Equestrian Knight

The in-game aspect of the collection was designed with Minecraft mapmakers Blockception, taking inspiration from Burberry’s pioneering heritage. The game commences in a fantastical version of the City of London, the home and global headquarters of Burberry, and is punctuated by fragments and clues to the brand’s heritage – such as an Equestrian Knight character and the Thomas Burberry Monogram maze. In addition, a collection of in-game skins and character creator items are available.

For those who opt for a more tangible experience, Burberry x Minecraft also collaborate on a limited-edition capsule collection, launching exclusively online at and in selected stores from 1 November. Each of the stores and pop-ups stocking the capsule collection will be transformed into immersive spaces featuring ‘Burberry: Freedom to Go Beyond’-inspired window displays, digital screens, and flooring.

Burberry x Minecraft

The collaboration includes a collection of in-game skins and character creator items

Spanning menswear and womenswear, the collection includes updated versions of the iconic Waterloo Trench Coats and Car Coats, as well as logo-print sweatshirts, hoodies, hats, and scarves for the streetwear savvy. New graphics, such as virtual landscape scenes and the Minecraft creature Creeper, adorn each piece. Meanwhile, a pixilated Thomas Burberry Monogram nods to their origins.

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