LEGO has teamed up with Snapchat to launch a limited edition adult-wear collection. The clothes are being sold via an augmented reality store exclusive to Snap that users can access through a Snapcode.
And, today, Snapchatters can visit a pop-up store in London that's completely empty except for a large snap code on a plinth.
No, I didn't understand any of that either so I asked my daughter Alice to explain and demonstrate. It's actually quite cool as you'll see after the break.
So... you fire up Snapchat and scan this code which applies a filter for an hour.
Then, as you move your phone around you'll see the inside of a store in AR, presumably matching the interior of the pop-up store at 55 Eastcastle Street, Fitzrovia, London, W1W 8EF, which is open today only (I believe)
You can buy sweatshirts, T-shirts and caps, all with a discreet embossed LEGO logo. You'll need deep pockets, though!
The online store at https://limited.legowear.com/ can only be accessed on mobile devices, it seems.
The garments, made by Kabooki, can be shipped to the UK, France and Germany.