Alquemie and LEGO have announced that the largest LEGO Certified Store in the Southern Hemisphere will open at Melbourne Central in April 2022.
The Grand Opening will be announced in the coming weeks, but industry experts can foresee it coinciding with the April/Easter School holidays. The 559sq m custom-made store will showcase an immersive new retail concept featuring hybrid digital and physical experiences designed to inspire creativity and encourage play.
It also looks like Melbourne will be the first LEGO Certified Store in Australia to get the LEGO Mosaic Maker, which allows visitors to create personalised LEGO mosaics of themselves. Customers will also be able to find the usual staples such as the most extensive collection of LEGO products at retail, as well as Build a Minifigure Station and Pick a Brick wall.
Troy Taylor, the LEGO® Group, says: “The new store format is part of the LEGO® Group’s strategy to innovate across retail channels, with a similar concept to be introduced around the world. Our new store at Melbourne Central will showcase LEGO® brand experiences whilst also allowing customers of all ages to share their ideas and creativity.”
