![]() ![]() ![]() It shows early product designs and prototypes, lifts the lid on the development process and allow fans to virtually ‘meet’ the LEGO designers. An interactive Storytelling Table designed for adult fans brings to life the stories behind sets available in store.Visitors of all ages are invited to explore a magical wonderland hidden inside the tree through windows in its rainbow trunk. It is the centrepiece of the store and an expression of the LEGO Group’s commitment to being inclusive and having a positive impact on society and the planet. The awe-inspiring, interactive Tree of Discovery is made from 880,000 LEGO elements.Technology brings walls, floors, and ceilings to life with light, sound, and music for a truly interactive build and play experience. Brick Lab, a world-first retail experience that immerses people and their LEGO builds in an amazing virtual world.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: Our talented designers have developed entirely new experiences that blend the very best of ground-breaking customisation, technology and physical play allowing visitors to interact with the brand in exciting new ways.” We’ve designed the spaces to fire up creativity and imagination and encourage hands-on play. We want people to walk into our stores and feel immersed in a world of LEGO bricks. They found that people were keen for more opportunities to play with bricks, participate in brick-inspired activities, personalise their experience and have fun.Ĭolette said: “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. The LEGO Group spent two years developing the new retail concept and researching what shoppers and children want from a LEGO store visit. Over the past year our fans have missed personal and tactile interactions with the brand and we can’t wait to welcome them back.” ![]() Despite the rapid growth in e-commerce, brick-and-mortar stores continue to play a critical role in strengthening consumers’ connections with a brand and in helping people to discover new products.Ĭolette Burke, Chief Commercial Officer said: “For a number of years we’ve seen the trend towards people visiting stores for high-quality, entertaining brand experiences. It has been developed as part of the Group’s strategy to innovate its stores as shoppers seek more personalised and interactive retail offerings. The format is designed to create an immersive world of LEGO bricks by blending unique digital and physical experiences. ft, two-storey store on Fifth Avenue is the first LEGO® flagship store to feature an innovative new retail format, elements of which will be introduced to more than 100 stores worldwide in the coming year. JUNE 24, 2021: The LEGO Group today shared a glimpse into the future of experiential retail as it opened its doors on a dazzling new store in New York City.
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