In the latest first for New York City retail, Lego Group opened its experiential retail prototype on Fifth Avenue at Rockefeller Center. The 7,175-square-f00t, two-story store on Fifth Avenue is the first Lego flagship to feature the new retail format, elements of which will be introduced to more than 100 stores worldwide in the coming year.
Developed to offer shoppers seek more personalized and interactive retail offerings, the format is designed to create an immersive world of Lego bricks by blending unique digital and physical experiences.
“For a number of years we’ve seen the trend towards people visiting stores for high-quality, entertaining brand experiences,” said Colette Burke, chief commercial officer. “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 store visit. They found that people were keen for more opportunities to play with bricks, participate in brick-inspired activities, personalize their experience and have fun.
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, which immerses shoppers in a virtual world; an interactive Tree of Discovery made from 880,000 Lego elements; a Storytelling Table for adults that shows early product designs and allows fans to virtually “meet” Lego designers; a Personalization Studio that invites visitors to make a memento of their visit; and supersized recreations of local landmarks including the Empire State Building, and cultural icons including Marvel superheroes.
Lego, which has 731 branded stores in 50 countries, plans to open 120 new stores in 2021.
