At a London store activation, LEGO bridged the physical and digital experience by featuring a giant Snapchat code in an empty space for visitors to scan to access clothing, a DJ and more in AR

Danish building block toy company LEGO is partnering with Snapchat for an interactive augmented reality experience. On February 13 in its Fitzrovia LEGO store in London, England, shoppers entered a completely empty Lego store and were invited to scan a Snapcode via the Snapchat app to unlock a popup shop experience.

The AR store included fashion from LEGO’s in-house LEGO Wear apparel brand, Kabooki, interactive Lego figures, an arcade and a DJ. The shoppable installation hosted pieces from Kabooki’s limited-edition line for adults as well, targeting the entire family. This interactive installation coincides with London Fashion Week and also functions to advertise the upcoming Lego Movie 2.

Lea Sandell, social media innovation lead at the Lego Group, says of the activation, “We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies.” This shoppable AR popup is not only available at the Fitzrovia location, but on consumers’ phones anywhere in the world with the Lens Studio by Snapchat.

LEGO

Snapchat

Danish building block toy company LEGO is partnering with Snapchat for an interactive augmented reality experience. On February 13 in its Fitzrovia LEGO store in London, England, shoppers entered a completely empty Lego store and were invited to scan a Snapcode via the Snapchat app to unlock a popup shop experience.

The AR store included fashion from LEGO’s in-house LEGO Wear apparel brand, Kabooki, interactive Lego figures, an arcade and a DJ. The shoppable installation hosted pieces from Kabooki’s limited-edition line for adults as well, targeting the entire family. This interactive installation coincides with London Fashion Week and also functions to advertise the upcoming Lego Movie 2.