LEGO is known for bricks and play. But they’re not a player in the streetwear world. So when LEGO Wear decided to launch an exclusive range of adults clothes, we were tasked to drive demand for something they’re not known for. The aim of the campaign: to make the launch of this one off range a real ‘event’ for a whole new audience.

Streetwear is a world of limited editions drops, raffles for a place in the queue and drama on social for copping an item. It’s ruled by who’s first, who’s the smartest and most informed: the hypebeasts. We wanted to harness that desire for exclusivity by created a unique and unexpected experience - fueling their hunger for social kudos and peer recognition.

Nothing says limited edition drop like a pop-up. So we created one that could pop up anywhere. Inspired by LEGO and the hippest streetwear outlets, we built a virtual fashion store completely created within an AR Snapchat lens

Inside the store, customers were free to explore, interact with the DJ to change the music, hang with the shoppers and staff, check out the merchandise - and of course buy it. All in one seamless online experience.

The store went live at the start of London Fashion Week. On the day of launch, we also opened a real world pop-up in central London, containing nothing but our Snapcode (the real store was pulled together in less than 2 weeks) Creating a really unique and memorable link between the physical and digital worlds of retail.

For the first time, LEGO Wear were targeting fashion conscious young adults. We found they share a similar mindset with LEGO fans. They were brought up on LEGO. They have a latent affinity with the brand. They’re curious, interested in creative outcomes and don’t follow rules. Clothes are like LEGO building blocks for them: they see endless opportunities in a clothing rack.

Snapchat not only delivered this audience, but also the technology to make the AR shop a reality. We needed to deliver a high-end AR experience, but without compromising on reach.

A mixture of targeted Snap Ads and a place on the lens carousel drove traffic to the store and then on to the LEGO Wear site itself. The real pop-up shop in London was devised to highlight that the AR store completely did away with the need for any physical element, bar the code to launch it.

A completely virtual, working fashion pop-up, created in LEGO, taking its cues from brands like Palace and Supreme.

The whole thing lived in a Snapchat Lens and pushed the boundaries of the 4MB limit beyond anything on the platform previously. In the store, you were free to look around and interact with the different elements. Tapping the DJ changed the music and you could trigger actions from the cashier, store guard and various shoppers. Tapping any merchandise (T-shirts, sweatshirts and caps) opened a window that showed you the products in detail. At any point you could chose to ‘SHOP NOW’ and be taken through to the LEGO Wear site to purchase.

We also created a real pop-up in central London. It was completely empty bar a snapchat code that launched the AR store.This attention grabbing stunt prompted a discussion in the press about the future of retail.

Over 10 days of paid media, on a very modest budget, we sent 250,000+ shoppers through to the LEGO Wear site.

The lens was shared 37,201 times and had an average play time of 19+ seconds, which is twice the Snapchat average.

The activity generated 41 earned articles everywhere from the Evening Standard to Forbes to Creative Review and was hailed as 1 of Campaign’s ‘7 London Fashion Week experiences to watch’.