The LEGO Group spent two years developing the new retail concept and researching what shoppers and children want from a LEGO store visit. Over the past year our fans have missed personal and tactile interactions with the brand and we can’t wait to welcome them back.” Despite the rapid growth in e-commerce, brick-and-mortar stores continue to play a critical role in strengthening consumers’ connections with a brand and in helping people to discover new products.Ĭolette Burke, Chief Commercial Officer said: “For a number of years we’ve seen the trend towards people visiting stores for high-quality, entertaining brand experiences. It has been developed as part of the Group’s strategy to innovate its stores as shoppers seek more personalised and interactive retail offerings. The format is designed to create an immersive world of LEGO bricks by blending unique digital and physical experiences. Here’s the official press release from LEGO along with more images: The LEGO Group has 731 branded stores in 50 countries so far, and is planning to open 120 new ones in 2021. There will also be a Free Mystery Grab Bag with purchases over $50 between June 28 – June 30. June 26 th : LEGO Store set with purchases over $125.June 25 th : Lady Liberty LEGO Brickheadz with purchases over $50.June 25 th-27 th : Commemorative shopping tote with any in-store purchase.There are other NYC icon builds like the Empire State Building and One World Trade skyscraper.īetween June 25 – June 27, there will be a GWP with qualifying purchases. The store’s other features include The Tree of Discovery, a model of 880,000 LEGO bricks, which has hidden details for shoppers to discover Mosaic Maker, where you can turn a photograph into a LEGO mosaic Minifigure Factory, which allows you to design and create a personalized minifigure and brick and LEGO Expressions, where a digital minifigure mimics all your moves.Īs with all LEGO stores, 5 th Avenue store also has many large brick-built models spread through it, including an iconic yellow cab and Avengers flying (and sitting) around. The LEGO Group aims to have this feature in 100 other flagship stores in the coming year. The experience is 20 minutes long, and fills the walls, floors and ceilings with animated interactive content which then the visitors can play in, using both physical and virtual builds. With 7,175 square feet (about 660 square meters) over two floors, the store offers a brand-new feature called Brick Lab, which turns physical LEGO builds into digital ones to become part of the interactive story. On June 24 2021, LEGO opened a new flagship store on 5 th Avenue New York City.
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