Consumers are used to encountering LEGO pop-up shops that are filled with color and opportunities for play but the newest space in London sets itself apart by being entirely empty—apart from a large-scale Snapcode. Those with Snapchat will be able to scan the code and gain access to a special Snapchat lens and with it, a virtual storefront.
The virtual store is the only place where exclusive streetwear goods, such as t-shirts, hats and sweatshirts, can be found. Once Snapchat users have accessed the virtual store, they will be able to walk around the empty pop-up space and view it through the screen of their mobile device to see it come to life with a DJ booth, an arcade machine and more.
While pop-up spaces are prized for the exclusive experiences and products that they offer, this virtual shop-in-shop takes the idea to new heights.
Ephemeral Virtual Pop-Ups
LEGO's Pop-Up Features Goods That Can Only Be Purchased Via Snapchat
Trend Themes
1. Ephemeral Retail Experiences - The rise of virtual pop-up shops like LEGO's highlights the trend of creating temporary, immersive retail experiences using technology.
2. Augmented Reality Shopping - The integration of augmented reality in virtual pop-up stores presents an innovative way for consumers to explore and purchase products.
3. Social Media Commerce - Snapchat's partnership with LEGO showcases the potential of using social media platforms as a sales channel for exclusive merchandise.
Industry Implications
1. Retail - The retail industry has the opportunity to leverage virtual pop-up shops to attract customers through unique and interactive experiences.
2. Technology - Advancements in augmented reality and social media platforms present disruptive innovation opportunities for the technology industry.
3. Fashion - The intersection of streetwear and virtual pop-up shops opens up new possibilities for the fashion industry to reach consumers in innovative ways.