Lego unveils new ‘retailtainment’ concept at NYC flagship store

The Lego Group has shared a look at its future of experiential retail, as it opened the doors of a brand-new store in New York City on June 24.

Photos courtesy of The Lego Group

This new two-story location on Fifth Avenue features a new retail format, which will be introduced in part to more than 100 stores worldwide over the next year.

“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 store’s format is designed to immerse guests in a world of Lego bricks by blending digital and physical experiences into one overall package. The Lego Group spent two years developing the concept and researching what shoppers and kids want from a visit to the Lego store.


“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,” added Burke. “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 customization, technology and physical play allowing visitors to interact with the brand in exciting new ways.”

New features found in the New York City Store, which will eventually begin to appear in stores around the world, include:

brick lab
  • Brick Lab – A world-first retail experience that immerses guests and their Lego builds in a virtual world, as technology brings walls, floors, and ceilings to life with light, sound and music for an interactive build and play experience. This separately-ticketed experience is for children ages 5 and up and tickets are $15 for one child and an accompanying adult.
  • Tree of Discovery – This interactive display is made from 880,000 Lego elements, and is the centerpiece of the store, as well as an expression of the Lego Group’s “commitment to being inclusive and having a positive impact on society and the planet.” Eagle-eyed guests might even be able to spot hidden surprises inside the three through windows found in its rainbow trunk.
  • Storytelling Table – Designed for adult fans, this offering will bring to life the stories behind the sets available in the store. Showing early product designs and prototypes, guests can lift the lid on the development process and virtually ‘meet’ the Lego designers.
  • Personalization Studio – Guests can make a tangible memory of their visit as they reimagine themselves in Lego form, either as a portrait from the Mosaic Maker or a Minifigure from the Lego Minifigure Factory. The Mosaic Maker is available for all ages and costs $129.99.
  • Lego Expression – Guests can have fun with Lego Minifigures who mimic their facial expressions.
  • Larger-than-life-builds – These massive builds will celebrate the store’s local culture and landmarks. The Fifth Avenue store includes classic NYC icons like a taxicab you can sit in, a giant Empire State Building, the lights and billboards of Broadway and Times Square, and even a few Lego Marvel Super Heroes.

This new store format has been designed to be modular and flexible, so that Lego stores of all shapes and sizes, as well as third-party retail stores, can add these new features. It will be introduced to over 100 Lego stores around the world in the coming year, along with select global partner retailers.

To learn more, click here.


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