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."