LEGO Flagship Store Amsterdam opens today

The new LEGO Flagship Store Amsterdam has opened in the Netherlands, bringing an immersive experience to fans in the region.

Amsterdam is the first Dutch city to get a LEGO flagship store, with the new attraction now open to customers. Hundreds of fans turned up ahead of opening to see the new store first, which offers “interactive play activities” as well as exclusive experiences. Special promotions are running to celebrate the opening.

As with other flagship stores, this LEGO Store has unique decorations and installations that a relevant to its location. Huge LEGO models include the Amsterdam Mint Tower, a Dutch wind mill and a canal bridge decorated with Dutch innovations including the cassette, the artificial heart and the microscope. A LEGO Escher staircase features brick versions of historic paintings by the Dutch Masters lining the walls.

Interactive models are part of the LEGO Flagship Store Amsterdam too, with the Build a Boat corner allow visitors to put a boat together and then let it float on the LEGO canals of Amsterdam around the LEGO Mint Tower is just an example. Special lighting creates a dramatic atmosphere as the weather can change within the store.

Collectors will be particularly interested to know that this venue houses a permanent version of the LEGO Minifigure Factory, which has been trialled for a few days at a time at other LEGO Stores and has only otherwise launched in Berlin. The experience allows fans to select patterns that can include their own name, then have them printed onto a minifigure while they wait. The LEGO Mosaic Maker is also available at the store.

“It’s is a very proud moment to open our first flagship store in the Netherlands and to bring fun and creative LEGO play to even more Dutch children,” says Claus Flyger Pejstrup, Executive Vice President, LEGO Retail. “In our LEGO stores we aim to inspire and develop the builders of tomorrow through creative LEGO play experiences by delivering the ultimate LEGO shopping experience, where people of all ages can enjoy hours of fun and creativity.”

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Graham was the Editor up until November 2020. He has plenty of experience working on LEGO related projects. He has contributed to various websites and publications on topics including niche hobbies, the toy industry and education. Follw Graham on Twitter @grahamh100.

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