Posted By Adam White on Feb 13, 2019 | 2 comments

LEGO® and Kabooki Clothing have launched an official range of adult clothing, which can only be purchased via Snapchat. For today only you can head to an empty store in London, where you’ll find a Snapchat code. Scan it and you’ll be taken inside a virtual store filled with LEGO clothing items. You’ll be able to see what’s on offer in this unique virtual retail experience and purchase directly via the ‘store’. The pop-up store can be found at 55 Eastcastle Street, Fitzrovia, London, W1W 8EF and it’s only open today. Kabooki have been producing LEGO Wear clothing mainly for kids, for a number of years but this is the first time a dedicated range has been produced for the adult market. If you can’t head to the store, then scan this Snapchat code and it should take you to the virtual store.

For those without Snapchat you can visit: limited.LEGOwear.com

THE MISSING PIECE – LEGO® WEAR AVAILABLE AT STORE WITH NOTHING IN IT

The pop-up lets you step into a shoppable AR experience on Snapchat, as it launches a limited-edition LEGO Wear clothing line for adults 12th Feb 2019: KABOOKI® , the company behind the LEGO Wear license, is launching a limited edition collection for adults, at playful pop-up The Missing Piece in London – a shop with nothing inside it except a Snapcode on a plinth.

However, when customers load up popular camera app Snapchat, the ‘snapcode’ acts as a portal into an augmented reality fashion boutique, where customers can browse and buy the limited edition range of streetwear clothing for adults.

The virtual boutique will feature an interactive DJ booth, an arcade machine and, most importantly, 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.

The launch coincides with Fashion Week in London, and is a global first for the brand. The campaign aims to promote KABOOKI’s limited-edition streetwear collection across the UK, France and Germany, driving traffic to the LEGO Wear e-commerce site.

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.”

“We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies,” says Lea Sandell, Social Media Innovation Lead at the LEGO Group. “This was an 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.

The Missing Piece will be open from 10am – 5pm on Wednesday 13 February 2019, at 55 Eastcastle St, Fitzrovia, London, W1W 8EF.