Pushing the boundaries of in-store experience, a range of LEGO themed clothes for adults is to go on sale in London this week – in a totally empty pop-up shop.
KABOOKI, the company behind the LEGO Wear license, is launching the limited-edition collection for adults, in the pop store with nothing inside it except a Snapcode - a sort of QR code for Snapchat - on a plinth.
Boring? Not a bit of it. When customers load up Snapchat, the be-plinthed Snapcode acts as a portal into an augmented reality (AR) fashion boutique, where customers can browse and buy the limited edition range of streetwear clothing for adults.
The virtual boutique will feature an interactive DJ booth, an arcade machine and, most importantly, exclusive access to the limited-edition fashion range. Visitors who ‘walk in’ via their phone will be able to browse products placed on LEGO mannequins and buy online through an integrated ‘Shop now’ feature.
The launch coincides with Fashion Week in London and is a global first for the brand.The campaign aims to promote KABOOKI’s limited-edition streetwear collectionacross the UK, France and Germany, driving traffic to the LEGO Wear e-commerce site.
Birgitte Holgaard Langer, chief operating officer & chief marketing officer at KABOOKI, explains: “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.”
“We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies,” adds Lea Sandell, Social Media Innovation Lead at the LEGO Group. “This was an 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.”
The LEGO WEAR pop-up will be open from 10am to 5pm on 13th February at 55 Eastcastle St, in Fitzrovia, London.