Snap and it’s gone: the LEGO® Wear store, with nothing in it

Our Work

Today, there’s a pop up clothing shop with a difference in Soho, London.

The Missing Piece is a shop with nothing inside it except a Snapcode on a plinth.

Why? Well, KABOOKI®, the company behind the LEGO Wear license, is launching a limited edition collection for adults. But you can’t buy these clothes over the till – they’re all being sold via Snapchat.

When customers load up Snapchat and hover over a bespoke Snapcode, they will be transported into an augmented reality fashion boutique. Here, customers can browse and buy the limited edition range of LEGO Wear.

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 Missing Piece Soho store is the final flourish to the campaign, giving visitors who go into the ‘shop’ the opportunity to experience the virtual store, in real life.

We’ve helped LEGO Group create the campaign, which aims to promote KABOOKI’s limited-edition streetwear collection across the UK, France and Germany, driving traffic to the LEGO Wear e-commerce site.

If you’re intrigued and want to find out more, come along to The Missing Piece at 55 Eastcastle Street, Fitzrovia today!