COME FLY WITH ME: Burberry has teamed with DreamWorks Animation’s new tech company Nova on a marketing campaign that will allow members of the public to customize the brand’s scarves and make them fly around a digital screen.

Starting Monday, passersby in Piccadilly Circus will be able to personalize and play with computer-generated versions of Burberry scarves on the big curved screen in central London’s most famous roundabout.

The campaign will allow up to five users to explore the full range of Burberry scarves on their mobile, monogram their favorite and then see it appear on the big screen where it will fly around directed by the motion of their device.

They will have the option to purchase their scarf on or get directions to the nearby Regent Street flagship.

The experience will launch on Monday at 10 a.m. local time, and will run 24 hours a day until Dec. 31.

“DreamWorks Animation have 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.

Lincoln Wallen, chief technology officer of DreamWorks Animation and Nova’s ceo, said the visualization platform is ideally suited for the type of consumer engagement Burberry is offering.

He added that NOVA is employing the same type of technology it uses to power 3-D films, 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.”

The partnership with Nova is Burberry’s latest attempt to attract customers with digital dramatics.

Last month, Burberry linked with Google on a film experience that employs real-time stitching technology, allowing members of the public to feature in the brand’s Christmas ad campaign.

“The Burberry Booth” permits anyone to insert themselves into the luxury label’s festive campaign video, alongside the likes of Naomi Campbell, Sir Elton John, James Corden and Rosie Huntington-Whiteley. Users can share the video via YouTube, Twitter or e-mail.

“The Burberry Booth” is located at the brand’s Regent Street flagship and runs until Dec. 24.

The brand partnered with Google in 2013 on its “Burberry Kisses” campaign that allowed users to send virtual kisses globally.

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