Burberry creates an interactive virtual replica of its flagship store in Ginza (Tokyo) where customers can purchase the S / S 2021 collection. Created in collaboration with Elle Digital Japan, the digital store faithfully reproduces the physical one, with three floors of commercial spaces of which the ground floor houses the Olympia, Pocket and Lola Bags, the second dedicated to womenswear and the third to menswear. Customers will then be able to ‘enter’ the shop and move along the floors to see and buy the products. The parties involved also collaborated with actress Elaiza Ikeda to create five short films with styling tips accessible via touchpoints located throughout the virtual shop, which will be active until April 18.