LEGO creates shoppable AR experience on Snapchat


KABOOKI, the company behind the LEGO Wear license, recently launched a limited edition clothing collection for adults. To promote the new clothing line, We Are Social helped launch ‘The Missing Piece’ – a playful pop-up shop with nothing inside it except a Snapcode on a plinth.

However, when customers loaded up popular camera app, Snapchat, the Snapcode acted as a portal into an augmented reality fashion boutique, where customers could browse and buy the limited edition range of streetwear clothing for adults.

The virtual boutique featured an interactive DJ booth, an arcade machine and, most importantly, exclusive access to the limited-edition fashion range. Visitors who ‘walked in’ via their phone were able to browse products placed on LEGO mannequins and buy online through an integrated ‘Shop now’ feature.

The launch coincides with London Fashion Week, and is a global first for the brand.

The campaign aimed to promote KABOOKI’s limited-edition streetwear collection across the UK, France and Germany, driving traffic to the LEGO Wear e-commerce site.

Birgitte Holgaard Langer, chief operating officer & chief marketing officer at KABOOKI, said: “We loved the idea of experimenting with a new and innovative digital customer experience together with the LEGO team. Approaching the adult fashion audience with this limited-edition clothing line through an AR experience is something we have never done before. We are very excited to see how this new audience will respond to the launch and the AR experience.”

“We’re an innovative, playful brand at heart and part of that is exploring new digital channels and technologies,” says Lea Sandell, Social Media Innovation Lead at the LEGO Group. “This was an 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.”