British fashion label Burberry is partnering with DreamWorks Animation’s newly formed technology company NOVA on a new 3D interactive marketing campaign. You can discover the fruits of this partnership right now, if you are in London.

The technologically progressive company has designed a digital experience featuring computer-generated versions of its iconic heritage scarf, which users will be able to personalize and play with on the world-famous ‘Curve’ screen in Piccadilly Circus, London.

The campaign will allow users to monogram their favorite Burberry scarves on their mobile devices, see them appear on the giant screen and even have the option of purchasing the modified item online or at the nearby Regent Street flagship store.

The experience launched December 14 at 10am GMT and is running 24 hours a day through December 31. If you happen to try it out, be sure to share your experience of this pioneering moment in luxury.