Luxury brands experiment tandem projects with digital players. For the launch of the Olympia bag, Burberry designed an augmented reality experience at Harrods. The British brand brought to life the statue of the pebbly god Elpis, inspired by the digital dimensions of the protagonists of the Pokémon Go video game. The pop-up will then be replicated in Macau, New York, Tokyo and Hong Kong this summer. Louis Vuitton, this time in the shadow of the Eiffel Tower, has also introduced an AR experience through its app. This is how the characters of ‘Zoooom with friends’ come to life in the Parisian pop-up, a cartoon introduced by the creative director of menswear Virgil Abloh in conjunction with the spring / summer 2021 fashion show. Search for experiences related to AR (Augmented-Reality) and VR (Virtual-Reality) also from Selfridges with Irish designer Jw Anderson and Sharp End.