The new store will target consumers who crave interactive and experience-based retail and like to be entertained while shopping.
The world’s largest Lego certified flagship store has landed in Sydney’s most expensive shopping strip.
The flagship store will join other Lego certified locations in New York, London, Hong Kong and Dubai. LEGO has been described by the Forbes’Consumers crave interactive and experience-based retail stores and like to be entertained while shopping. The format is also welcomed by tenants who want shoppers to linger.
Some of Lego’s retail experiences include the storytelling table, where customers can access ‘behind-the-scenes’ through interviews and videos displayed on screens, and the personalisation studio where visitors can experience the first Lego minifigure factory in Australia. Bill Eroglu, director of property at Alquemie Group which has the Lego licence for Australia and New Zealand, said the group is “excited to partner with the Lego Group to bring the largest Lego store in the world to Sydney CBD and bring joy and creativity of Lego Play to all the fans both young and old”.
“Global and Australian retailers are creating incredible flagship stores that tell stories about their brands and products, with creative and localised narratives. Gone are the days of shops with endless racks and a sale sign in the window,” Ainsworth said.Lego’s opening comes amid another reshuffle of tenants in Pitt Street Mall.
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