Now that Lego Movie 2 a movie about an imaginary world made of plastic bricks existing parallel to the real world, is in theater, it's the perfect time to shop for lego apparel at a store modeled after
Kabooki has just done that, creating a virtual pop-up store via Snapchat and its Shoppable AR platform to its Lego Wear collection.
And the apparel company truly takes the term Shoppable AR to heart. Upon scanning the Snapcode, the AR Lens ushers into a virtual store populated with Lego figures, with shelves built with digital cameras and the transparent windows of the world.
Unfortunately, while US shoppers can not enter the virtual store, they can not actually buy the real apparel from the online store, as the merchandise is limited to shoppers based in the UK, France, and Germany.
"We loved the idea of experimenting with a new and innovative digital customer experience together with the Lego team," said Birgitte Holgaard Langer, chief operating officer and chief marketing officer at Kabooki, in a statement. In the AR experience, "Approaching the adult fashion audience with this limited-edition clothing line through AR experience is something we have never done before."
In addition, the retailer actually opened a brick-and-mortar retail space in London for the promotion. However, customers who darkened the door of The Missing Piece last week could not actually go out with any merchandise, as the shelves of the store were bare. Instead, the store is ready for a retail experiment. In recent months, the toy maker has fully embraced augmented reality, evidenced by its status as a guinea pig for both ARKit and ARCore. In fact, just days after the virtual Kabooki shop opened last week, Lego unveiled Hidden Side, the latest line of its playsets to integrate AR experiences.
"We're an innovative, playful brand at heart and part of that is exploring." New digital channels and technologies, "said Lea Sandell, social media innovation lead at the Lego Group. "This is a 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."  Lego Partner Kabooki Builds Virtual Pop-Up Shop with Snapchat's Shoppable AR ” width=”270″ height=”270″ style=”max-width:532px;height:auto;”/>