Wait, what? Is this what is going on in your mind. Believe us, we felt the same way too! How can someone open a fashion store without any actual clothes in the store? Sounds absurd and impossible? While there isn’t any doubt that it is absurd but this was made possible when Lego and Snapchat decided to join hands. Yes, they opened a store that lacks any physical clothing item.
The toy company and the social media platform certainly wanted to grab the attention of the audience for launching their new limited attires. Needless to say, that purpose was skillfully solved. The store was opened in London’s Soho neighborhood without a single item of clothing inside.
Wondering how it works? The empty store actually depends on augmented reality or AR to sell the products. As the shoppers’ steps in, then need to scan a Snapcode. It will enable them to explore the empty space with their Smartphones and virtually enjoy the things kept inside the store.
The concept actually includes other things besides clothes. The shoppers can explore DJ booth and an arcade machine, all made of Lego. Finally, they can view and buy the Lego streetwear series specially designed for adults. And, all these through Snapchat!
Lea Sandell, social media innovation lead at Lego Group further said this about their innovative tie-up with Snapchat for promoting their new product line:
“We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies. This was 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.”
This certainly is a surprising and smart use of social media platform by Lego. If such a shop opens in India, will you visit it? Share your thoughts with us in the comments.