Inside the new LEGO Store experiences

Discover what exciting new elements are available to explore in the new LEGO New York store.

The new location on Fifth Avenue features a range of interactive digital and physical experiences, some of which will one day make it into other stores. It’s part of efforts from the LEGO Group all over the world to create a more personalised shopping experience for LEGO fans.

Over the last two years, the company has dreamed up a variety of elements to make LEGO stores stand out from other retailers. One of the main attractions is Brick Lab, a world-first, immersive retail experience that uses virtual technology to bring visitors’ surroundings to life through light, sound, and music.

Another show-stopping sight at the New York store is the Tree of Discovery, made from 880,000 LEGO bricks. The LEGO Group created this centrepiece to make a statement about being inclusive and having a positive impact on society and the planet as a company. Windows in the rainbow trunk offer a look at an illuminated wonderland inside.

Nearby, an interactive Storytelling Table gives adult LEGO fans the chance to explore the stories behind available sets, with information about early product designs and prototypes, the development process, and insights from the designers themselves.

To remember your visit, make a memento at the Personalisation Studio, where you can immortalise yourself as a portrait from the Mosaic Maker, which you might already have tried out in the Leicester Square LEGO Store.

If you prefer to remember the day with a personalised minifigure from the LEGO Minifigure Factory, which is also already in action at the LEGO Store in Leicester Square. Get creative with LEGO Expression, where minifigures can mimic your facial expressions.

As you walk between experiences, you’ll also find brick-built, larger-than-life displays of NYC features, like the iconic yellow taxicab, an enormous Empire State Building, Broadway and Time Square, and the city’s favourite superheroes from LEGO Marvel Super Heroes, including Thor, Spiderman, Iron Man, Hulk and Captain America.

Get a taste of this action before you step through the doors for real by taking a virtual tour of the New York City flagship store. You can experience it for real from tomorrow, June 25, at 11am ET.

Support the work that Brick Fanatics does by purchasing your LEGO through one of our affiliate links.

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