An augmented reality store is the latest attempt at audience engagement. Launched through a collaboration between social media platform Snapchat and LEGO Wear, the immaterial pop-up experience spotlights the latter company's "first limited-edition clothing line for adults." The AR-enabled campaign is released just in time for London Fashion Week.
The space of the shop is absolutely empty, except for "a plinth-posted Snapcode," which visitors can scan to enter "a virtual shop with an interactive DJ booth, LEGO bouncer, arcade machine, and - most importantly - exclusive products for purchase."
The Snapchat x LEGO Wear augmented reality store is one of those innovations in retail that stun consumers with an unconventional and gamified approach that doesn't just allow the passivity of browsing. The experience clearly attempts to bring together the digital and the physical environment.