The LEGO pop-up fashion boutique with nothing inside but a Snapchat code.
Snapchat is using AR to transform an empty shop into a pop-up Lego Wear Store
Soho, London. February 2019
Lego opens a pop-up fashion boutique. It’s called Lego Wear and there is an e-commerce as well.
But it’s just an empty room: no furniture, no changing room, no mannequins, no clothes.
There is only a Snapcode, with the unique Snapchat logo, on a plinth.
Just snap it, and here is the shop!
You will discover the limited edition collection designed by KABOOKI® for Lego. You can see a Lego world on your mobile thanks to Augmented Reality, and then you can order, or just save to consider later, the piece you like on Lego Wear e-commerce.
Speaking about the launch of the pop-up store, Birgitte Holgaard Langer, chief operating officer & chief marketing officer at Kabooki, said: “We loved the idea of experimenting with a new and innovative digital customer experience together with the Lego team. Approaching the adult fashion audience with this limited-edition clothing line through an AR experience is something we have never done before.
“We are very excited to see how this new audience will respond to the launch and the AR experience.” The Standard magazine reports.
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