Snapchat is using AR to transform an empty shop into a pop-up Lego Wear Store

The Fitzrovia store appears empty until you open up Snapchat
You can shop Kabooki's Lego Wear collection through the Snapchat app
Kabooki
Amelia Heathman13 February 2019

It can feel sad to wander around a high street in the UK and spy empty units but all may not be as it appears.

From today, a seemingly empty store in Fitzrovia, London, is actually a pop-up shop selling adult Lego Wear created by Kabooki, but you need to use the Snapchat app in order to shop the clothes.

When you enter the store, you need to scan a Snapcode on the photo-sharing app, which uses augmented reality (AR) technology to showcase the clothes and in-store displays.

The tech allows people to move around and see different parts of the store on the phone, such as the Kabooki Lego Wear clothing range displayed on the mannequins as well as an interactive DJ booth and an arcade machine.

Scan the Snapcode as you go in to shop the Lego Wear collection
Snapchat

Prospective buyers can purchase clothing through the integrated ‘Shop Now’ feature on Snapchat. This takes them through to the Lego Wear e-commerce site where they can select their preferred item and have it delivered to their home.

An AR store is a global first for Snapchat and coincides with London Fashion Week, which is set to kick off in the capital from Friday, February 15.

Kabooki is using the opportunity to promote its limited-edition Lego streetwear collection.

Speaking about the launch of the pop-up store, Birgitte Holgaard Langer, chief operating officer & chief marketing officer at Kabooki, said: “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.”

Snapchat's AR tech displays the clothes available to purchase through the Snapchat app
Snapchat

The future of fashion is certainly going to be infused with AR. Amazon is reportedly working on an AR shopping app, which would allow customers to try on outfits with a virtual mannequin created from their social media posts.

The Snapchat-enabled Lego Wear store is just one instance of how tech can help make shopping playful and fun.

Go get snapping.

The Lego Wear pop-up will be open from 10am to 5pm today (February 13) at 55 Eastcastle Street, Fitzrovia

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