Toymaker Lego is launching a limited edition of clothes for adults. But these will only be available to explore and buy from inside an empty offline shop using the Snapchat app.
The brand has taken augmented reality technology to an all new level. Inside the Lego Wear pop-up store, which is opening today at 55 Eastcastle Street, Fitzrovia, London, there will be just a single plinth with a Snapcode on it.
By scanning the code, consumers are transported into an augmented reality boutique, where they can browse and buy the clothing produced by Kabooki under license from Lego.
The virtual boutique also features an interactive DJ booth and an arcade machine.
“We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies. 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,” said Lea Sandell, social media innovation lead at the Lego Group.
The pop-up store is 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.
Adult Fans of Lego are an important audience for the brand.
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