Burberry At Harrods
Read the story- Brand
- Burberry
- Year
- 2024
- Objective
- Engagement
- Industry
- Fashion & Beauty
- Mechanic
- Adventure & Quest
- Platform
- In-Game
- Agency
- Sawhorse Productions
Objective
Burberry wanted its month-long Harrods takeover — built around the exploration and outdoor heritage at the core of the brand — to reach beyond London and onto a platform where its youngest fans already spend their time. Roblox let people who couldn't get to the physical store still "visit" Harrods, while promoting the Harrods-exclusive capsule collection and building on the brand's Roblox presence since its 2022 virtual bag drop.
Solution
Players land on a standalone Burberry-branded recreation of the Harrods facade, done up in Knight blue and Burberry check, and step inside a virtual pop-up shop before heading out into a park split into four zones: a garden, a pond, an Equestrian Knight Design maze, and a forest. From there it's platforming — chasing down items and running obstacle courses that get harder as players go, earning coins and prize bags that can unlock free limited-run Burberry items for their avatar. Coins (or Robux) also unlock a small shop of digital versions of pieces from the physical capsule, like scarves, a hand warmer, and a bucket hat. New item hunts rolled out weekly through February, giving players a reason to come back throughout the month.
Results
The Roblox experience drew over 605,300 visitors during its February 2024 run.
- 1
The player spawns on a plaza facing a full recreation of Harrods' facade, repainted in Burberry's Knight blue with awnings and windows dressed in seasonal check; doorman NPCs stand at the entrance.
- 2
The space splits into a store on one side and a park entrance on the other, and the player is free to shop or play first; a three-part task list asks them to find marshmallows, open prize bags they collect, and claim rewards back at the store, with NPCs along the way pointing out where to go.
- 3
Inside the pop-up store, the decor mirrors Burberry's physical takeover — tent fabric, camp chairs — and some furnishings double as interactive trampolines that bounce the player upward to view the space.
- 4
Leaving the store puts the player in an outdoor park built from four themed zones: a garden, a pond, an Equestrian Knight Design maze, and a forest.
- 5
Across the park, collectible hunts scatter items like marshmallows and coffee cups that often require jumping between platforms and ledges to reach, alongside separate obstacle-course routes the player runs start to finish.
- 6
Hunts get harder and refresh weekly through February, so a player returning a week later finds a new objective waiting.
- 7
Completing hunts and courses earns in-game coins and mystery prize bags, which open to reveal a random item.
- 8
The player brings unlocked rewards back to the store to claim free limited-edition Burberry UGC, and can also spend coins or Robux there on additional cosmetic items matching the physical capsule — scarves, a bottle holder, a horseshoe carabiner, a bucket hat, a coffee cup — which are then worn on the player's avatar anywhere in Roblox.
