The LEGO Store in Birmingham’s Bullring and Grand Central shopping centre finally has an opening date. The UK’s latest brick-and-mortar LEGO retail outlet will open its doors on Thursday November 21, with a grand opening weekend set for December.
The store is set to contain all the modern hallmarks of the official LEGO shopping experience, including the minifigure scanner that debuted with Leicester Square’s flagship store. It’s also bringing something new to LEGO Stores, though, with “state of the art dynamic lighting that will enhance the in-store experience and create a unique multi-sensory experience for customers”, which sounds a bit overboard for buying some LEGO.
In another LEGO Store first, the Birmingham outlet will have a “digital ribbon” of screens above the shelving units to create an “engaging story” for customers. That could mean new footage has been created specifically for the store, or it could mean it’s just going to run regular LEGO TV adverts. We’ll find out next week.
If you want in on the grand opening celebrations, mark December 12-15 in your calendar, when the first 500 customers each day will receive an “I LOVE LEGO Store Birmingham” tile. A spend of £100 will also net you a copy of 40337 Gingerbread House, while purchases of £125 or more will qualify for the exclusive LEGO Store set that’s given away at every opening event.
Finally, the LEGO Hidden Side bus will be stopping by for the grand opening, so you might just have to take the kids with you, too.
“We cannot wait to bring more play experiences, fun and building to Birmingham,” said Alison Wood, LEGO District Manager. “The new store is loaded full of exciting LEGO big builds, play areas and activities. You can even build your own minifigure and take it home, something that is unique to LEGO Stores.”
30434 Reindeer is currently free with a £35 spend on absolutely anything at LEGO.com. Double VIP points are also available on LEGO Disney 41167 Arendelle Castle and LEGO Disney 71044 Disney Train and Station (review).