Lego Unveils New ‘Retailtainment’ Concept

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The Lego Group recently shared a look at its future of experiential retail, as it opened the doors of a brand-new store in New York City late June. This two-story location on Fifth Avenue features a new retail format, one that will be introduced in part to more than 100 stores worldwide over the next year. The store’s format is designed to immerse guests in a world of Lego bricks by blending digital and physical experiences into one overall package. The Lego Group spent two years developing the concept and researching what shoppers and kids want from a visit to the Lego store.

New features found in the New York City Store, which will eventually be to appear in stores around the world include:

  • Brick Lab. Immerses guests and their Lego builds in a virtual world.
  • Tree of Discovery. Interactive display in center of store where guests can spot hidden surprises.
  • Storytelling Table. Offering designed for adult fans that brings to life stories behind sets available in the store.
  • Personalization Studio. Guests can make a tangible memory by reimagining themselves in Lego form.
  • Lego Expression. Lego Minifigures that mimic guests’ facial expressions.
  • Larger-than-life-builds. Classic icons made from Legos that guests can interact with.

“For a number of years we’ve seen the trend towards people visiting stores for high-quality, entertaining brand experiences,” said Colette Burke, chief commercial officer. “Over the past year our fans have missed personal and tactile interactions with the brand, and we can’t wait to welcome them back.” (Attractions Magazine, 06.29.21)

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