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Immersive LEGO Retail Experiences

The New LEGO Store in Sydney Boasts Inspiration & Immersion

— March 12, 2019 — Life-Stages
The LEGO retail experience is an amalgamation of nostalgia, creativity, interaction, and personalization.

The toy brick company is opening a new location in the Westfield Bondi Junction in Sydney and it promises to offer an incredibly immersive environment. The certified store's design takes cues from the city it is situated in, boasting wall-mounted mosaics of Sydney landmarks like the Opera House and Harbour Bridge.

The LEGO retail experience is spread out onto two floors and it spotlights a number of hands-on experiences that engage customers of all ages. These in-store activations include Build-Your-Own MinifigureTM stations with thousands of available combinations, a dedicated area to plan children's parties, as well as a "custom LEGO brick engraving service."

This LEGO retail experience is a global initative that is expanding to other stores — "from London to New York and Shanghai."
Trend Themes
1. Immersive Retail Experiences - LEGO's immersive retail experience is a trend that other retailers can take cues from and emulate in order to enhance their customer's experience
2. Hands-on Activations - Hands-On activations that engage customers of all ages are increasing in popularity and can be utilized by multiple industries to boost consumer engagement and sales
3. Build-your-own - Build-Your-Own stations are proving to be a trend that provides customers with personalized products and experiences
Industry Implications
1. Toy Industry - Toy companies can utilize immersive experiences and hands-on activations to increase sales and drive foot traffic to their retail locations
2. Retail Industry - General retailers can use the trend of immersive retail experiences to create unique and memorable shopping experiences for their customers
3. Event Planning Industry - Event planning companies can boost sales by offering personalized build-your-own experiences as part of their party and event packages
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