Ahead of London Fashion Week, Lego yesterday opened a London pop-up store called "The Missing Piece," selling clothes for adults. However, the clue is in the name: inside the store, in Fitzrovia's Eastcastle Street, customers found nothing except a Snapchat code on a giant plinth.
Visitors could access an augmented reality fashion boutique via the Snap code, where they could browse and buy the limited edition range of Lego Wear (created by Kabooki, the company behind the Lego Wear license). The virtual boutique also featured an interactive DJ booth and an arcade machine. Items were displayed on Lego mannequins and customers could buy online through an integrated "Shop Now" feature.
The campaign, created by We Are Social, is intended to drive traffic to the wider range available from the Lego Wear e-commerce site, which is available in France, Germany and the U.S. as well as the U.K.