An augmented reality store is the latest attempt at audience engagement. Launched through a collaboration between social media platform Snapchat and LEGO Wear, the immaterial pop-up experience spotlights the latter company's "first limited-edition clothing line for adults." The AR-enabled campaign is released just in time for London Fashion Week.
The space of the shop is absolutely empty, except for "a plinth-posted Snapcode," which visitors can scan to enter "a virtual shop with an interactive DJ booth, LEGO bouncer, arcade machine, and - most importantly - exclusive products for purchase."
The Snapchat x LEGO Wear augmented reality store is one of those innovations in retail that stun consumers with an unconventional and gamified approach that doesn't just allow the passivity of browsing. The experience clearly attempts to bring together the digital and the physical environment.
Collaborative Clothing-Free Pop-Ups
Snapchat and LEGO Wear Boast an Augmented Reality Store
Trend Themes
1. Augmented Reality Shopping - The trend towards immersive experiences in retail offers opportunities for brands to create engaging and interactive shopping environments that blur the lines between physical and digital spaces.
2. Limited-edition Collaborations - The increasing popularity of collaborations between brands provides opportunities for unique product offerings and exclusive experiences that can boost consumer engagement and loyalty.
3. Gamification of Retail - Gamifying the shopping experience can create a sense of excitement and entertainment for consumers, leading to increased brand awareness and customer satisfaction.
Industry Implications
1. Fashion Retail - Augmented reality shopping can revolutionize the fashion retail industry by offering personalized and interactive experiences for consumers.
2. Gaming - The use of gamification in retail provides opportunities for gaming companies to partner with brands and create unique experiences for consumers.
3. Marketing - Augmented reality experiences and limited-edition collaborations offer opportunities for marketing agencies to create innovative campaigns that capture consumer attention and drive engagement.