MASTERCLASSING

Lego opens empty pop-up for AR clothes shopping through Snapchat

Tyrone Stewart

Lego WearLego is launching a limited edition range of clothes for adults – which are only available to buy from inside an empty physical shop using the Snapchat app.

Inside the Lego Wear pop-up, which opens today (13 February) from 10am to 5pm at 55 Eastcastle Street, Fitzrovia, London, there will be just a single plinth with a Snapcode on it. By scanning this code, fans of the toy building brick brand are transported into an augmented reality boutique, where they can browse and buy the clothing produced by Kabooki under license from Lego. Alongside the clothing on display, there’s also an interactive DJ booth and an arcade machine within the experience. Lego and Kabooki teamed up with digital agency We Are Social to help bring the store to life.

“We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies,” said Lea Sandell, social media innovation lead at the Lego Group. “This was a unique opportunity to collaborate with Kabooki on their brand new limited edition product for adults and tap into both the sense of style and the nostalgia of that audience – while exploring that interesting space where the digital and physical worlds merge.”

The pop-up is only open for today and is part of a campaign to promote Kabooki’s Lego streetwear collection across the UK, France, and Germany ahead of London Fashion Week.