# Ephemeral Virtual Pop-Ups LEGO's Pop-Up Features Goods That Can Only Be Purchased Via Snapchat By Laura McQuarrie | Published 2019-02-14 | Tech Source: Trend Hunter, https://www.trendhunter.com/trends/legos-popup References: [thecurrentdaily](https://thecurrentdaily.com/2019/02/13/lego-hosts-empty-store-where-products-can-only-be-bought-via-snapchat/) & [lego](https://www.lego.com/en-gb) Consumers are used to encountering [LEGO](https://www.trendhunter.com/trends/the-brick-spot) 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](https://www.trendhunter.com/trends/snapchat-7) will be able to scan the code and gain access to a special Snapchat lens and with it, a [virtual storefront](https://www.trendhunter.com/trends/spotselfie-ar-meta-stores). 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. ## Trend Insights (Trend Hunter) - Score: 4.3/10 - Popularity: 52% | Activity: 68% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Tech](https://www.trendhunter.com/tech) > [Mobile](https://www.trendhunter.com/mobile) ## Key Themes ### What's Driving This Trend - **Ephemeral Retail Experiences:** The rise of virtual pop-up shops like LEGO's highlights the trend of creating temporary, immersive retail experiences using technology. - **Augmented Reality Shopping:** The integration of augmented reality in virtual pop-up stores presents an innovative way for consumers to explore and purchase products. - **Social Media Commerce:** Snapchat's partnership with LEGO showcases the potential of using social media platforms as a sales channel for exclusive merchandise. ### Who This Affects Most - **Retail:** The retail industry has the opportunity to leverage virtual pop-up shops to attract customers through unique and interactive experiences. - **Technology:** Advancements in augmented reality and social media platforms present disruptive innovation opportunities for the technology industry. - **Fashion:** The intersection of streetwear and virtual pop-up shops opens up new possibilities for the fashion industry to reach consumers in innovative ways. ## Related on Trend Hunter - [AR-Powered Try-On Rooms](https://www.trendhunter.com/trends/snapchat-7.md) - [Shoppable AR Villages](https://www.trendhunter.com/trends/snapchat-winter-village.md) - [Immersive Virtual Pop-Ups](https://www.trendhunter.com/trends/benemart-concept.md) - [Interactive Arcade Storefronts](https://www.trendhunter.com/trends/ar-storefront.md) - [Events-Focused Retail Spaces](https://www.trendhunter.com/trends/the-brick-spot.md) - [Engaging Isolation-Combatting Pop-Ups](https://www.trendhunter.com/trends/flower-trucks.md) - [Community Commerce Pop-Ups](https://www.trendhunter.com/trends/tiktok-shop-uk.md) - [Viral Collectible Toy Pop-Ups](https://www.trendhunter.com/trends/popup-in-singapore.md) - [Mixed-Reality Holiday Markets](https://www.trendhunter.com/trends/snapchats-holiday-market.md)