LEGO unveils brand new shopping experience in New York City flagship LEGO Store

The LEGO Group has unveiled a brand new flagship LEGO Store in New York City, which promises to deliver a personalised and interactive LEGO shopping experience.

From Brick Lab to the Storytelling Table, the 7,175 square-foot space – which is set over two floors on Fifth Avenue – has been designed to respond to what consumers want from a trip to the LEGO Store. In short, that’s more opportunities to get hands-on with bricks, and – ultimately – a personalised experience.

“While our existing store format has been very successful, we are evolving it to strengthen brand love and create memorable experiences people will talk about long after they leave,” said the company’s Chief Commercial Officer Colette Burke. “We want people to walk into our stores and feel immersed in a world of LEGO bricks.

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“We’ve designed the spaces to fire up creativity and imagination and encourage hands-on play. Our talented designers have developed entirely new experiences that blend the very best of ground-breaking customisation, technology and physical play, allowing visitors to interact with the brand in exciting new ways.”

The LEGO Group has spent the past two years developing and finetuning its new retail space, which means at least half of that time has been during a pandemic – while many LEGO Stores around the world were forcibly closed through local government lockdowns. For a brand that prizes traditional brick-and-mortar stores so highly, that’s been a problem.

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

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New experiences at the New York City flagship store include Brick Lab, which immerses customers and LEGO builds in a virtual world; the Tree of Discovery, an 880,000-piece model that sits at the centre of the store and celebrates inclusivity; the Personalisation Studio, which brings together existing LEGO Store staples including the Mosaic Maker and Minifigure Factory; and the Storytelling Table, which showcases prototype product designs and offers insight from LEGO designers.

Don’t worry if New York City is a little out of reach for you, though: the new store has been designed as a modular and scalable experience, which means the LEGO Group will be able to bring that longlist of new experiences – or at least some of them – to LEGO Stores all across the world over the next year or so.

If you are within reasonable commuting distance of Fifth Ave, you’ll be able to head down to the flagship LEGO Store from 11am ET tomorrow, June 25. Tickets for the Brick Lab – which cost $15 – can be booked in advance at LEGO.com, or in-store only during the opening weekend.

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Chris Wharfe

I like to think of myself as a journalist first, LEGO fan second, but we all know that’s not really the case. Journalism does run through my veins, though, like some kind of weird literary blood – the sort that will no doubt one day lead to a stress-induced heart malfunction. It’s like smoking, only worse. Thankfully, I get to write about LEGO until then. You can follow me on Twitter at @brfa_chris.

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