Rosie Huntington-Whiteley in a Burberry heritage scarf for the 2015 Christmas campaign

Another day, another tech initiative from Burberry. The company has linked up with DreamWorks Animation for a product campaign making use of 3D tech and the world-famous Piccadilly Circus, London, curved screen.

Passers-by will be able to design a personalised heritage scarf on their smartphones and the result will appear on the screen, according to reports. Sounds simple doesn’t it? But it’s pretty impressive, although I haven’t got any pictures  yet so it seems like a good excuse to show a picture of Rosie Huntington-Whiteley in a heritage scarf for the brand’s Christmas campaign.

Anyway, back with the 3D story, it’s the same NOVA tech DreamWorks used in Kung Fu Panda and, just like Dreamworks’ output, Burberry wants it to be entertaining as well as encouraging us to buy more product.

Burberry CEO, creative chief and all-round tech-visionary-at-large Christopher Bailey told the Telegraph: “The huge screens in Piccadilly Circus give us a great canvas to launch the technology in a space that will show the possibilities of what [it] can do in an entertaining and engaging way. Giving users the ability to control their movement in various ways makes the experience much more personal when viewed on a screen, whether at home or on a digital billboard.”

Once the personalised scarf has been created, the potential customer can then buy it online or from the regent Street flagship just up the road.

But it really is just just about selling more stuff, right? Over to Bailey again: “The campaigns we create are not developed with a purely commercial imperative. Our aim is to identify platforms where we can create interesting content that we believe audiences will enjoy so that our relationship with them can extend beyond the purely transactional.”

The fact is that Burberry has become a master of entertaining and intriguing its audience in recent years while also boosting sales. That it’s chosen the scarf for this initiative is key as Burberry is as much about heritage as it is about fashion.

But it’s doing a pretty good job of bringing heritage product into the 21^st century via a combination of forward-looking digital technology and personalisation services that underscore the luxury profile of the brand.

For now, the screen at Piccadilly Circus will be an extension of its online and in-store scarf bars and it’s likely to garner A LOT of attention for the brand.