Trust Christopher Bailey to want to ‘give technology a bit of heart and soul’. In order to do so, Burberry’s chief creative officer who is wholly engaged with the digital world – the brand being one of the first to allow customers to order collections direct form the catwalk – has teamed up with Google to create Burberry Kisses.
Essentially a website where you can lacquer your lips in Burberry shades and post a message sealed a virtual kiss, before watching via Google Earth and Street View as your kiss-enclosed letter joins a whole flurry of others travelling around the world and into the inbox of your adored one.
Whilst you can’t purchase anything on the microsite (sadly not even the gorgeous Burberry lipsticks with which to slick your lips pre-puckering) the purpose of the project according to Bailey, is to “unite the Burberry family across the world by telling a story that makes the digital personal. We’re constantly thinking about how we translate the emotion of what we create and experience in the real world into the digital space, whether that’s capturing the energy and excitement of a live gig, the hum and buzz of anticipation before a runway show, or just the feeling you get when you pull on your trenchcoat on a rainy morning.’
If only we could be sporting some of the AW13 kiss-printed collection whilst we click away. Now that would be a true Burberry digi-love in.
Watch how to send your own Burberry kisses. . .