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.