A first-of-its-kind, Lego teams up with Snapchat for an augmented reality fashion store

Calling out all Lego-loving adults. Lego Wear, the company’s latest venture, has launched its first collection at a Lego Wear pop-up store in London. Except that it is a store with absolutely no clothes!

Moving away from the traditional retail models for an augmented reality pop-up, this unique concept store was conceptualized by Lego and Snapchat and showcases no merchandise whatsoever. What you do find though is a Snapcode!

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A code that customers can scan on their Snapchat app and get transported to a unique, virtual shopping journey.

Once the customer has entered this virtual shopping experience using the Snapcode, they will have access to an entire virtual store, loaded with limited-edition garments only for adults. The virtual store offers the entire shopping experience with an interactive DJ booth, Lego bouncer an arcade, Lego mannequins that model the clothes and some garments- particularly Logoed sweatshirts, t-shirts, and hats, will be available to purchase.

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Produced by Danish apparel company Kabooki, these items are available for sale directly to Snapchat users, without them having to leave the app.