See Inside Huge New 5th Avenue LEGO Store in New York City!

What do you think of this new LEGO Store? Let us know in the comments!

Video provided by LEGO. See below for full press release.

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The LEGO Group today shared a glimpse into the future of experiential retail as it opened its doors on a dazzling new store in New York City. The 7,175 sq. ft, two-storey store on Fifth Avenue is the first LEGO flagship store to feature an innovative new retail format, elements of which will be introduced to more than 100 stores worldwide in the coming year.

The format is designed to create an immersive world of LEGO bricks by blending unique digital and physical experiences. It has been developed as part of the Group’s strategy to innovate its stores as shoppers seek more personalised and interactive retail offerings. Despite the rapid growth in e-commerce, brick-and-mortar stores continue to play a critical role in strengthening consumers’ connections with a brand and in helping people to discover new products.

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

The LEGO Group spent two years developing the new retail concept and researching what shoppers and children want from a LEGO store visit. They found that people were keen for more opportunities to play with bricks, participate in brick-inspired activities, personalise their experience and have fun.

Colette said: “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. We want people to walk into our stores and feel immersed in a world of LEGO bricks. 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.”

New features in the New York City store, which are set to appear as the new format is introduced to stores around the world, include:

Brick Lab, a world-first retail experience that immerses people and their LEGO builds in an amazing virtual world. Technology brings walls, floors, and ceilings to life with light, sound, and music for a truly interactive build and play experience.

The awe-inspiring, interactive Tree of Discovery is made from 880,000 LEGO elements. It is the centrepiece of the store and an expression of the LEGO Group’s commitment to being inclusive and having a positive impact on society and the planet. Visitors of all ages are invited to explore a magical wonderland hidden inside the tree through windows in its rainbow trunk.

An interactive Storytelling Table designed for adult fans brings to life the stories behind sets available in store. It shows early product designs and prototypes, lifts the lid on the development process and allow fans to virtually ‘meet’ the LEGO designers.

The Personalisation Studio invites visitors to make a memento of their visit. In it, they can reimagine themselves in LEGO form, either as a portrait from the Mosaic Maker or an iconic Minifigure from the LEGO Minifigure Factory.

Modular, scalable design
The new store format has been designed to be modular and fully flexible so that it can work in LEGO stores of all sizes, as well as in third-party retail partners’ stores. It will be introduced to over 100 LEGO stores around the world during the coming year, as well as select global partner retailers.

Innovating across retail channels
The LEGO Group currently has around 731  branded stores in 50 countries around the world and plans to open 120 new stores during 2021. In addition to investing in brick and mortar, the LEGO Group will continue to invest in building its e-commerce capabilities. In 2020, the number of visitors to its LEGO.com online store doubled to a quarter of a billion and this growth has continued in 2021.

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