New LEGO Store experiences influenced by community feedback

The LEGO Group’s flagship interactive New York store is the product of two years of research and feedback from fans and consumers.

In an interview with Internet Retailing, Vice President Global Retail Development at the LEGO Group, Simone Sweeney shared that the company used two years worth of input from the community to design the new ideas for the retail stores. The prototype of the new hybrid digital and physical retail experience comes together in the recently-opened New York location.

“We see a very common theme of people wanting to return to physical retail, have the opportunity to get hands-on with the bricks, and to have more immersive experiences,” said Sweeney. “In the last year, as people shift more towards ecommerce, the LEGO Group has oriented around and is continuing to invest both in the physical store, as well as e-commerce, knowing that they serve different needs and a different purpose for different people at different times.”

According to Sweeney, the LEGO Group will continue to take customer feedback on board moving forward. With plans to open more than 120 new shops in 2021, visitors to in-person retail locations can expect to see more experimentation and blending of digital and physical experiences.

In particular, digital experiences can be changed quickly, making it easy for the store to adapt and promote new themes as they come out.

“We’re able to programme that store and create experiences with the push of a button, since we are building this on a very flexible platform,” explained Sweeney. “We’re able to update the digital content, we’re able to do themes, takeovers of the stores, we can adapt the lighting and the music within that store space to create an atmosphere.”

See more of what the New York location looks like inside here, or head down to Fifth Avenue in New York to explore it for yourself if you’re local.

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LEGO New York Store

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