British luxury brand Burberry has tied up with DreamWorks Animation’s new tech company Nova for a new 3D marketing campaign. It will allow members of the public to customise the brand’s iconic scarves via digital experience in London’s Piccadilly Circus. The initiative was launched on Monday.

The common public will be able to personalise own scarves on the big curved screen in central London. They will also allow five users to go through the entire range of Burberry scarves on their mobile and monogram their favourite scarf, Digital Arts reports. The customers will then see it displayed on the huge screen and even have the option of purchasing the modified item online or at the nearby Regent Street flagship store, Telegraph UK reports.

The experience that launched on Monday will continue till Dec. 31. “DreamWorks Animation has constantly pushed the boundaries of what is possible in digital animation and we are looking forward to seeing how audiences react,” said Christopher Bailey, chief creative and chief executive officer of Burberry. The Nova CEO, Lincoln Wallen said that the company was using 3D technology and delivering the package through a cloud-based platform.

“The result for Burberry is not only a tremendous amount of flexibility, but also a product that looks just as beautiful on screen as it does in stores,” Wallen said.

The British label, which featured a complete British star cast for its holiday ads – Christmas 2015 campaign, partnered with Google on a film in November. Known as the “The Burberry Booth” it allowed users to insert themselves in the holiday ads video along with their favourite star like Romeo Beckham, Naomi Campbell, Sir Elton John, James Corden and Rosie Huntington-Whiteley.

Users can share the video via YouTube, Twitter or e-mail. The campaign runs until Dec. 24 and is located at the brand’s Regent Street flagship, WWD reports.

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