The Danish company has unveiled a new retail format that immerses customers in the brand and it is the company’s most experiential store to date.
Situated at Rockefeller Center in New York City, the new two-storey 7,175sq ft flagship blends a dazzling array of digital and physical experiences designed to inspire creativity and imagination among kids and adults alike. The format has been designed to be modular and fully flexible so that it can work in Lego stores of all sizes and third-party retail partners’ stores. Elements will be added to more than 100 Lego stores worldwide in the coming year.
“While our existing store format has been very successful, we are evolving it to strengthen brand love and create memorable experiences people will talk about long after they leave,” said Colette Burke, Chief Commercial Officer, Lego Group, which operates 7,731 stores globally. “We want people to walk into our stores and feel immersed in a world of Lego bricks.”
A lot of work has gone into this new flagship site as Lego spent two years developing the concept and researching what shoppers and children want from a visit to a Lego store. This research highlighted that people were keen for more opportunities to play with bricks, participate in brick-inspired activities and personalise their experience.
