In an unexpected nod to the future of fashion, LEGO Wear and Snapchat have just launched a clothing store with no clothes in it.
As London Fashion Week approaches, the brands have swapped traditional retail models for an augmented reality pop-up partnership to promote LEGO Wear’s first limited-edition clothing line for adults.
Though the pop-up is physically empty of everything but a plinth-posted Snapcode (the company’s in-app answer to QR codes), the Snap-triggered portal allows shoppers to enter a virtual shop with an interactive DJ booth, LEGO bouncer, arcade machine, and – most importantly – exclusive products for purchase.
Lea Sandell, Global Social Media Innovation Lead for LEGO, said: “As a brand we are exploring a multitude of digital platforms and technologies to connect with fans in fun and engaging ways. Our partner KABOOKI, who are launching this limited edition clothing line, has chosen to experiment with this specific channel and bring this experience to adult shoppers via an AR shop.
She added: “This is an experiment exploring ways to bridge the physical and digital world and engage with fans of the LEGO brand – for us the core experience is still about using imagination to combine bricks in creative ways, and we see technology as an extension and enhancement of the physical experience. We’re constantly looking at ways of innovating the core physical LEGO play experiences in fun and engaging ways.”