LEGO and Snapchat Partner on New Virtual-Reality Branded Apparel Store

Would you go to a clothing store that has no physical clothes in it? It might seem like an outlandish premise, but LEGO and Snapchat are hoping their new branded apparel and merchandise pop-up shop might draw consumers in for a virtual reality experience devoid of physical garments.

Snapchat is no stranger to apparel. Last year, the social media company partnered with Ariana Grande to sell her "Sweetener" album promotional merchandise. Then in the fall, the social app launched an entire Bitmoji merchandise line full of customizable apparel.

So it's no surprise that LEGO has partnered with the company for its latest apparel foray. But what is surprising is the execution. According to Forbes, LEGO and Snapchat are launching an augmented reality pop-up shop for LEGO Wear's first limited-edition clothing line.

Snapchat AR turns empty store into virtual Lego shop pic.twitter.com/aDVY834xlT

— Mike 👻 (@mtatsis) February 13, 2019

The pop-up is entirely empty, aside from a Snapcode that enables Snapchat members to enter a virtual shop. This virtual shop features a DJ booth, LEGO bouncer, arcade machine and merchandise for purchase.

"As a brand we are exploring a multitude of digital platforms and technologies to connect with fans in fun and engaging ways," said Lea Sandell, global social media innovation lead for LEGO, according to Forbes. "Our partner KABOOKI, who are launching this limited edition clothing line, has chosen to experiment with this specific channel and bring this experience to adult shoppers via an AR shop."

https://www.instagram.com/p/Bt2nLJglmCf/

LEGO's partnership with Snapchat is a clear attempt to win over millennial influencers who have their hands in the streetwear scene.

"We have done adult styles in the past for the LEGOLAND parks, but with this limited collection we wanted a clear fashion angle for the streetwear audience—an audience we have never approached before," said Birgitte Holgaard, chief operating officer and chief marketing officer for LEGO Wear by KABOOKI. "It is a premium, cool, urban and contemporary collection for true LEGO lovers."

It will be interesting to see if this AR experience pays off for LEGO. More and more retailers seem to be dipping their toes into the AR apparel experience, so we can expect to see more pop-up experiences like this one making headlines.