It’s not unusual these days to see fashion brands hook up with creative tech companies for advertising and branding experiences, but Burberry has become the first such luxury firm to partner with DreamWorks Animation’s newly formed technology company Nova.

Together they’ve launched an interactive marketing campaign today, featuring new 3D visualisation technology that makes use of the iconic curved advertising screen in London’s Piccadilly Circus.

The campaign allows up to five users to explore the full range of Burberry scarves on their mobile device, monogram their favourite and see it appear on the giant ‘Curve’ screen where it will fly around directed by the motion of their device.

These interactive acrobatics serve a financial purpose of course – the scarf flyers have the option to purchase their scarf on Burberry.com or receive directions to the nearby Regent Street flagship store.

The experience will run 24 hours a day until the 31st December.

As for Dreamworks Animation, CTO Lincoln Wallen said the Nova visualisation platform was ideally suited for this type of consumer engagement.

Wallen, who is also Nova’s CEO, said, “We’ve paired our state-of-the-art renderer, the same type of technology we use to power our 3D films with our highly-scalable digital asset management solution - all delivered through a cloud-based platform.  Put simply, 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.”

Dreamworks CEO Jeffrey Katzenberg added, “Burberry is a world leader in luxury, and, leveraging Nova’s technology, we’re thrilled to help them demonstrate a new and innovative product experience that enables consumers to both personalise and visualise the iconic Burberry scarf.”

It's far from the first foray into digital marketing by Burberry. Last month saw the launch of The Burberry Booth (pictured above) enabling customers to star in Burberry’s festive campaign.

Powered by Google using real-time video stitching technology, The Burberry Booth enabled customers to appear alongside some of the Festive Film’s cast members in a 15-second personalised edit of the campaign. Once their bespoke film had been created, The Burberry Booth instantly sent customers a shareable YouTube link, via Twitter or email.

As well as being the first global brand to launch a channel on Apple Music and the first to live stream on Japan messaging platform Line, Burberry partnered with Snapchat to preview Burberry SS16 Womenswear collection the day before its runway show.