“A Very British Fairy Tale” is narrated through the Harrods store window displays, inviting passersby to join two children as they explore an enchanted country house filled with surprising sights. For Burberry, this partnership offers enhanced visibility in a highly trafficked store during a key shopping period.
An animated film that resembles a pop-up book tells the story for a digital audience. At the start, a truck makes its way up a winding driveway past white paper trees.
As the vantage point changes to an interior window, the viewer stands beside a boy and girl as they watch the truck fly into the night air. The film then whisks viewers on a tour of the estate, which includes magical details such as woodland creatures having tea in upended umbrellas floating in a flooded bathroom and a tent perched atop a towering pile of mattresses.
Consumers can create their own personalized version of the film through a touchpoint on Harrods’ Web site that resembles Burberry’s own monogramming feature. After the user enters up to three initials, these letters will appear in the created film as part of a player piano score that lines a hallway.
After they have customized their film, consumers are encouraged to share it on social media or via email.
In-store, Burberry will host events that will showcase the craftsmanship behind its trench coat and handbag collections. For a limited-time, Harrods shoppers will be able to customize their handbag with painted initials.
Burberry is also bringing its experience to Harrods’ Food Halls, featuring food from its Thomas’s café menu. Harrods will also be carrying an exclusive HarrodsxBurberry collection, which includes evening-wear, jackets, handbags and sweaters.