Sweeney also discussed the economics of having a flagship store - noting there isn’t always a monetary return on investment. Sweeney said the Minifigure experience has been reimagined, allowing shoppers to customize and design their own Minifigure, watch it be printed in store and accessorize it with crazy hair or a snazzy outfit.Ī look inside LEGO's new "retailtainment" flagship store on Fifth Avenue in NYC. While a brand discovery experience in the flagship store is important, shoppers are still keen to make a purchase, and LEGO has made personalization easy for shoppers. For example, the LEGO Brick Lab is a 20-minute immersive experience where consumers can scan their physical LEGO build into the digital world and watch it come to life.
To cater to both groups, personalization is key. Simone Sweeney, LEGO’s vice president of global retail development, calls it a “digital and physical first concept” focused on creating a playful, personalized experience for two distinct audiences: consumers (e.g., a child who enjoys playing with LEGOs) and shoppers (those who make the purchase). Having funĪt LEGO’s newest flagship store in New York City, it’s all about the core brand proposition - fun. Register now for the NRF NXT Webinar Series and tune in every Wednesday in September.
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