Lego and Snapchat use AR to transfer empty shop into a pop-up Lego Wear Store

A pop-up clothing shop with a difference opened for one day in Soho, London. Snapchat teamed up with Lego Wear to offer a shopping experience with a difference in the form of a pop-up augmented reality fashion boutique. The Missing Piece was a shop with nothing inside except a Snapcode on a plinth.

When customers opened Snapchat and hovered over the bespoke Snapcode, they were transported into an augmented reality fashion boutique. Here, customers could browse and buy the limited edition range of LEGO Wear.

The virtual store featured an interactive DJ booth, an arcade machine and 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.

Lea Sandell, social media innovation lead at the Lego Group, said: “We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies. This was a unique opportunity to collaborate with Kabookion 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.”

Lego has recently joined teams with the Creative Retail Awards to launch a 2025 Student Award.