Leave it to Lego, the legacy toy brand known for its plastic bricks and a penchant for new technology, to blend physical and digital retail in a creative way — by establishing an apparel pop-up ...

In an unexpected nod to the future of fashion, LEGO Wear and Snapchat have just launched a clothing store with no clothes in it. As London Fashion Week approaches, the brands have swapped traditional ...

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 ...

Elyse Betters Picaro is the former Editor-in-Chief of Pocket-lint and the former Operations Manager for Valnet's Consumer Tech brands, including Pocket-lint, Android Police, and XDA. She is based in ...

Snap Inc. SNAP recently announced a collaboration with LEGO Wear to launch the latter’s first limited-edition clothing line for adults. The clothing store opened its gate in Fitzrovia, London only for ...

It can feel sad to wander around a high street in the UK and spy empty units but all may not be as it appears. From today, a seemingly empty store in Fitzrovia, London, is actually a pop-up shop ...

Augmented reality technology is being used to transform an empty store into a virtual Lego clothing shop that customers can explore on their smartphone using Snapchat. A pop-up shop selling a ...

If you were in London’s Fitzrovia neighbourhood yesterday, you may have seen a store with nothing in it other than a Snapchat scan code on the window. Lego Wear and Snapchat teamed up to open a ...