LEGO and Snapchat virtual pop-up store in London

In an unexpected nod to the future of fashion, LEGO Wear and Snapchat have just launched a clothing store with no clothes in it.

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.