Burberry has allowed customers to personalize items for some time now -- but never before to see them on a giant screen in London's Piccadilly Circus before they buy.

The luxury marketer's latest interactive campaign lets customers play with 3D personalized scarves on a "Curve" screen, in a partnership with DreamWorks Animation. According to Burberry, it is the first luxury brand to partner with DreamWorks' newly-formed technology company Nova.

Using Nova's media visualization platform, the interactive campaign will allow up to five people at a time using smartphones to pick a Burberry scarf, add a monogram, and see it appear on the display, where it will fly around as directed by the motion of the customer's device. Shoppers will then have the option to purchase their scarf online or receive directions to the nearby Regent Street flagship store.