A pop-up store in the Fitzrovia section of London that was only open for business Wednesday had no merchandise whatsoever—and that was by design.
Danish apparel company Kabooki, the company behind toy giant The Lego Group’s Lego Wear line, used the pop-up store at 55 Eastcastle St. to debut its limited-edition streetwear collection for adults.
However, fitting rooms were not necessary, as the store contained no clothing.
Instead, visitors who clicked on the one item in the store—a Snapcode on a plinth—were able to use Snapchat as a portal for entry into an augmented reality fashion boutique.
Within the AR boutique, shoppers were able to browse and purchase items from the limited-edition line, displayed on Lego mannequins, as well as enjoy an interactive DJ booth and an arcade machine.
Lego Group and Kabooki worked with global digital agency We Are Social on the initiative.
Lego Group social media innovation lead Lea Sandell said in a release, “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 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.”
Kabooki chief operating officer and chief marketing officer Birgitte Holgaard Langer added, “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.”