Located in The Dubai Mall, UAE fans can experience the LEGO Group’s new ‘Retailtainment’ concept that blends physical and digital immersive play experiences.
The LEGO Group is expanding its retailtainment concept with the opening of a new LEGO Certified Store that is owned and operated by Majid Al Futtaim in The Dubai Mall. Located on the lower ground floor near the fountains, the new LEGO Certified Store opened its doors on 1 February and is the perfect destination for LEGO brick fans of all ages.
The concept includes multiple experiences that allow shoppers to immerse themselves in the world of the famous LEGO brick, as well as create personalised brick products including: The first LEGO Minifigure Factory in the region, which allows visitors to design and create a unique LEGO Minifigure – the perfect souvenir or gift for someone else. Whilst LEGO Expression allows visitors to have fun with digital versions of LEGO Minifigures on big screens, who mimic their facial expressions.
“This new LEGO Certified Store in the Dubai Mall offers a glimpse into the future of experiential retail,” said Fahed Ghanim, Chief Executive Officer at Majid Al Futtaim Lifestyle. “Our focus is on innovation, digital transformation and personalisation as we collaborate with the LEGO Group to launch world-class brand encounters. In a city that is always advancing, we are proud to be introducing exclusive experiences for the first time and elevating shopping to create great moments for all of our customers and visitors of the UAE.”