Burberry links with Google Lens for digital pop-up experience in London

By

Sandra Halliday

Published
Dec 13, 2019

Burberry has announced the launch of a digital pop-up experience, powered by Google Lens, at Ely’s Yard in Brick Lane, London. It sees the company, which has carved out a reputation as a digital pioneer in the past decade, focusing heavily on experiences rather than directly on commerce.

The five-day-only pop-up (it’s open until December 15) sees three large Burberry porcelain fawns inhabiting the industrial space in glass vitrines. By scanning one of the glass boxes using the Google Lens app, users will see an aerial live feed of themselves on their phone, captured by a camera suspended 35 metres above them. “To share the moment, participants can take a screenshot of themselves with the fawns to post on their social platforms,” the company said.

It’s all part of the brand’s overall festive season campaign, What Is Love, and as mentioned, it’s not directly about product sales, although the creation of feel-good experiences is always important in helping to boost brand awareness.

The company said that Google Lens uses computer vision technology to help users search what they see and “explore the world in new ways by simply pointing their camera. The experience created by Burberry allows people to capture unique moments of togetherness with friends and strangers, exploring humans’ relationship with technology by presenting users with multiple perspectives on an image of themselves”.