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.”

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Italian beer brand, Peroni Nastro Azzurro, will be launching the next evolution of The House of Peroni: a culmination of its emerging talent programme across fashion and drinks. The House of Peroni 2019 will take on its most stylish guise to date, launching on 27th February until 9th March, just after London Fashion Week.

The House of Peroni is a fully immersive experience that will transport guests into an effortlessly stylish world, with a space in the heart of London’s most loved West End locations, Covent Garden. The experience will feature eight distinctive spaces, inspired by the work of the eight emerging fashion designers supported by Peroni Nastro Azzurro.

The spaces will include, Sicily, featuring lighting representative of the Sicilian sky, animated with shafts of light that creates an ever-shifting pool of movement. Visitors entering the Nature and Maximalism room will be met with botanical scents, and a wall of flowers made from unnatural materials, illustrating nature’s ability to overcome man’s destructive powers. Encapturing a more visionary approach, the Future and Sci Fi area will be enveloped with city-like sounds, transporting guests through time, into a futuristic zone.

Visitors to The House of Peroni will be invited to sip on a selection of cocktails, created by Manchester-based bartender Sam Taylor, from Science and Industry. Sam, who was scouted from a nationwide search for the best up and coming bartending talent, will be mentored by Peroni Nastro Azzurro’s world-renowned Master of Mixology, Simone Caporale. Together, they’ll present the drinks experience, a distinctive line up of Peroni infused cocktails. Inspired by the Italian aperitivo occasion, the serves will include exclusive Peroni Nastro Azzurro cocktails, individually inspired by each of the eight designers.

Celebrating Peroni Nastro Azzurro’s Italian heritage, delicious Italian food from partners Pasta e Basta will also be served at the new hub, providing guests with an exciting destination to eat, drink and discover. The House of Peroni will also be serving Peroni Libera 0.0%, a product which will bring style to the world of alcohol-free drinking.

The House of Peroni is a culmination of the outstanding fashion programme from the last year, following a nationwide search for the best fashion creatives of the future saw hundreds of budding designers apply to enter the ‘Home of Emerging Talent’ programme created by The House of Peroni. The successful final eight were handpicked by The House of Peroni’s established Creative Council of industry experts, made up of the fashion maverick, Jonathan Saunders, Editor-in-Chief of Dazed & Confused, Isabella Burley, brand consultant and The Sunday Times‘ former Fashion Features Editor, Pandora Sykes, Editor of AnOther Magazine, Alexander Fury and co-curator at the British Fashion Council, Anna Orsini.

The selected eight designers, received a seven-month residency in The House of Peroni fully-equipped studio space, providing the talent with; invaluable mentorship through talks and workshops from the established industry figures; prestigious media exposure and; most importantly, state of the art space they need to develop their own labels, culminating in a highly coveted presentation of their collections following London Fashion Week. The ultimate interactive platform to showcase their work.

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