Shoppers will have to use a Snapcode – QR code for Snapchat to enter the AR pop-up virtual boutique. Inside the virtual shop will include an interactive DJ booth, an arcade machine, and an exclusive access to a range of streetwear for adults displayed on LEGO mannequins.
The clothing line includes sweatshirts, t-shirts, and caps with the LEGO logo with grey, white, and black color palette. The toy manufacturer wanted to approach the millennial audience with the limited edition clothing line to tap into the sense of style and nostalgia.
The project will be available to shoppers in the U.S., U.K., France, and Germany. It will be launched on February 13 together with London Fashion Week. People in London will also be able to shop in an outlet store in Eastcastle Street for one day only.