Lego opens AR pop-up shop using Snapchat

Keiligh Baker's picture

Lego has today launched a limited edition range of clothes for adults which are only available to buy from an empty shop using the Snapchat app.

Inside the Lego Wear pop-up, which opens today at 55 Eastcastle Street, Fitzrovia, London, there will be just a single plinth with a Snapcode on it.

By scanning this code fans are transported into an augmented reality boutique, where they can browse and buy the clothing produced by Kabooki under license from Lego.

Inside the virtual shop Lego has put on a millennial-friendly DJ booth and arcade machine, and people can browse the clothes that will be displayed on Lego mannequins.

The line of Lego streetwear, which includes sweatshirts, t-shirts and caps, shows the Lego logo in a muted palette of grey, white and black.

“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.”