The Danish toy manufacturer will open three new stores in Dresden, Bonn and Berlin, expanding its presence in the German market.
The first of these new stores will be located in the Mall of Berlin, with LEGO opening a new store that spans an area of around 250sq m and will be situated on the first floor of the mall. This store will open on December 2 to the public.
The brand’s new retail format will be implemented at the Mall of Berlin with a fresh design. The store will feature large play tables and a ‘Pick-a-Brick’ wall, a compilation of the entire brick collection in all available colours.
Harald Gerome Huth, Owner and Managing Director, HGHI Holding GmbH, said: “With the new LEGO retail format, LEGO fans big and small will find something very special here and every purchase will be an unforgettable experience. Only brick-and-mortar retail can achieve this: the combination of a comprehensive brand experience with all the senses as well as qualified, personal expert advice.”
