Lego Wear’s new shop looks empty – but it’s got a secret

It’s all white walls and blank space in Lego Wear’s pop-up store in London’s Soho. Until you open Snapchat that is…

It’s only once shoppers scan the Snapcode, helpfully located on a white plinth, that the augmented reality store is revealed. As well as the chance to buy clothes, browsers can interact with a DJ booth and a minifig bouncer. Sweaters and T-shirts are shown in cubic form, and the floor of the shop is covered in the trademark dots of Lego bricks.

Sadly, the shop (created by We Are Social) is only open for a single day, but the Snapchat lens will be available for the rest of this week – giving everyone else a chance to get their hands on one of the 12,000 garments available.

It’s undoubtedly a fun experience, and it’s hard not to be charmed by animated Lego people, even if shoppers might feel faintly ridiculous browsing an invisible store. There’s also something enjoyably ironic about it all happening in a space so closely resembling a stuffy London gallery.