Hey guys! Over on Fifth Avenue in New York City, The LEGO Group revealed a brand new, two level, 7,175 square foot flagship store that will attract consumers not only for purchases, but also offer personalized and interactive experiences while you visit! Check out all the details below!
Check out this super fun musical that LEGO posted, announcing the new store:
YouTuber, Brick Fanatics, posted this video with all the store details and look through the new store:
The LEGO Group unveils groundbreaking ‘retailtainment’ concept at NYC flagship store
• Stores to feature first-of-a-kind immersive digital and physical shopper experiences to inspire creativity and imagination.
• New concept platform to be introduced to LEGO® stores around the world.
• Store transformation part of the Group’s strategy to innovate across retail channels.
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. The 7,175 sq. 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.

The format is designed to create an immersive world of LEGO bricks by blending unique digital and physical 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. 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.
Colette 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. Over the past year our fans have missed personal and tactile interactions with the brand and we can’t wait to welcome them back.”
The LEGO Group spent two years developing the new retail concept and researching what shoppers and children want from a LEGO store visit. They found that people were keen for more opportunities to play with bricks, participate in brick-inspired activities, personalise their experience and have fun.
Colette 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. We want people to walk into our stores and feel immersed in a world of LEGO bricks. We’ve designed the spaces to fire up creativity and imagination and encourage hands-on play. 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.”

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:
• Brick Lab, a world-first retail experience that immerses people and their LEGO builds in an amazing virtual world. Technology brings walls, floors, and ceilings to life with light, sound, and music for a truly interactive build and play experience.
• The awe-inspiring, interactive Tree of Discovery is made from 880,000 LEGO elements. 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. Visitors of all ages are invited to explore a magical wonderland hidden inside the tree through windows in its rainbow trunk.
• An interactive Storytelling Table designed for adult fans brings to life the stories behind sets available in store. It shows early product designs and prototypes, lifts the lid on the development process and allow fans to virtually ‘meet’ the LEGO designers.
• The Personalisation Studio invites visitors to make a memento of their visit. In it, they can reimagine themselves in LEGO form, either as a portrait from the Mosaic Maker or an iconic Minifigure from the LEGO Minifigure Factory.
• With LEGO Expression visitors can have fun with LEGO Minifigures who mimic their facial expressions.
• Larger-than-life builds celebrating local culture and landmarks. The new 5th Ave store will include NYC icons such a taxicab you can sit in, a giant Empire State Building and One World Trade skyscraper, the lights and billboards of Broadway and Time Square, LEGO Marvel Super Heroes Thor, Spiderman, Iron Man, Hulk and Captain America and the Ghostbusters Firehouse and crew.
Modular, scalable design
The new store format has been designed to be modular and fully flexible so that it can work in LEGO stores of all sizes, as well as in third-party retail partners’ stores. It will be introduced to over 100 LEGO stores around the world during the coming year, as well as select global partner retailers.
Innovating across retail channels
The LEGO Group currently has around 731 branded stores in 50 countries around the world and plans to open 120 new stores during 2021. In addition to investing in brick and mortar, the LEGO Group will continue to invest in building its e-commerce capabilities. In 2020, the number of visitors to its LEGO.com online store doubled to a quarter of a billion and this growth has continued in 2021.
Colette said: “We’re seeing significant growth across e-commerce channels, but we also understand the distinct and important role that each of our retail channels plays in building the brand. We will continue to invest in innovating across all our channels to create compelling experiences online, instore and with our retail partners.”
The Experiences in Detail
The Brick Lab
– A bookable experience that immerses you in the world of LEGO building, bringing physical LEGO builds to life in the digital world! Join Professor Fizziwigg and the Metaloids in their search to find the missing control device hidden somewhere in the digital worlds beyond the portal! The Brick Lab offers a uniquely interactive and immersive creative experience – one that takes the joy of LEGO play to an amazing new level. Designed exclusively for LEGO flagship stores, the 20-minute themed experience uses innovative technology to bring walls, floors, and ceilings to life with interactive animated content, lighting, sound, and music to invite kids (and grown-ups) to play in a virtual world that plays right along with them. Each visitor will have the opportunity to meet the characters on screen and let their imaginations run wild as they build their own creation, scan their build and then watch it become a living part of the Brick Lab in seconds so they can play both physically and virtually – helping in the mission to save the day!

The Tree of Discovery
– At the heart of the new store is The Tree of Discovery, an intricate model that showcases LEGO story-telling on a huge scale. The tree, which took 1,900 hours to construct and is made of over 880,000 LEGO bricks, symbolises the LEGO Group’s commitment to having a positive impact on society and the planet. A key feature is its bright rainbow trunk which houses a whole host of wonderful hidden details and secrets for shoppers to discover such as mini-scenes, kaleidoscopes and picture viewers from DUPLO, Technic and the LEGO System in Play bricks.

Personalization Studio
– An all-new area of the LEGO store which allows children, parents and grown-up fans to demonstrate their creativity via fun, innovative hands-on experiences and immersive builds with LEGO bricks. Visitors also have the opportunity to buy some creations to take home as a lasting memento, including the Mosaic Maker and the LEGO Minifigure Factory.
The Mosaic Maker
– Which captures your image and creates your own personalized LEGO mosaic portrait in just a few minutes.

The LEGO Minifigure Factory
– Allows you to design and create a unique LEGO Minifigure (complete with a brick with your name and a special box) – the perfect souvenir for your visit or gift for someone else.

LEGO Expressions
– Ever wanted a LEGO Minifigure to copy your every move? Well now you can with the magical LEGO Expressions. Simply stand in front of the screen and Lady Liberty and her NYC pals will copy every facial expression you make!

LEGO Wave
– Waiting to pay has been upgraded thanks to a new and interactive feature. When standing in a certain spot in the line, customers can interact with the Lady Liberty minifigure on the screen. Give her a wave and see how she responds.

Storytelling Table
– Go behind-the-scenes of the LEGO design process and learn about our LEGO sets via interactive areas that allow you to “meet the designers” through interviews and videos displayed on screens, while playing with the set in-front of you.
Exclusive NYC inspired LEGO models
– Look out for larger than life, eye-catching 3D LEGO models throughout the store inspired by famous New York scenes and characters. Highlights include a talking Statue of Liberty Minifigure, LEGO Marvel Super Heroes such as Thor, Spiderman, Iron Man, Hulk and Captain America who’s standing on top of an iconic yellow NYC taxi cab, a New York cityscape, a wall featuring LEGO recreations of famous Broadway show and Movie LEGO posters, the Ghostbusters Firehouse featuring the full Ghostbusters crew, Stay-Puft Marshmellow Man and Slimer.

LEGO Retail Stores – Fun Facts
• The first ever LEGO retail store opened on April 2, 1992 at the Mall of America in Bloomington, Minnesota
• There are now 731 stores globally in 50 countries
• This year we opened our first store in Poland, in the city of (Warsaw)
• The LEGO Flatiron Store in New York City, is in a building that was formerly a bank and includes the original vault below the store
• The new LEGO Store will open at 11am ET on Friday 25 June at 636 Fifth Avenue, New York City, New York 10020. For further information or to book one of the in-store experiences visit www.lego.com/stores/store/5th-Avenue.
• The Brick Lab is for children aged 5+ and tickets cost $15.00 (for one child and an accompanying adult) and can be booked in advance at www.lego.com/stores/store/5th-Avenue or in store (subject to availability). For the opening weekend, bookings can only be made in-store
• The Mosaic Maker is suitable for all and costs $129.99. Slots can be booked in advance at www.lego.com/stores/store/5th-Avenue or in store (subject to availability).
Are you planning to visit? What are you looking forward to the most? Comment below!
Happy LEGO Building!
Support the website
Do you enjoy the content? I spend 2-3hrs a day trying to provide LEGO news and deals. If you do, please consider purchasing from our affiliate links to support the website. Thank you!
Hello! I could have sworn I’ve been to this website before but after checking through some of
the post I realized it’s new to me. Anyhow,
I’m definitely happy I found it and I’ll be book-marking and checking back frequently!
What’s up, I desire to subscribe for this website to get most recent
updates, therefore where can i do it please help out.
Helpful information. Lucky me I found your web site accidentally, and I’m stunned why this coincidence did not happened earlier!I bookmarked it.
I simply couldn’t depart your website before suggesting that I really enjoyed the standard info a person provide on your visitors? Is gonna be back often to investigate cross-check new posts.
You actually make it seem so easy with your presentation but I find this topic to be
really something that I think I would never understand.
It seems too complex and very broad for me. I’m looking
forward for your next post, I’ll try to get the hang of it!
I think the admin of this web page is actually working
hard for his web site, as here every stuff is quality
based data.
I really like your writing style, excellent information, appreciate it for posting :D. “Much unhappiness has come into the world because of bewilderment and things left unsaid.” by Feodor Mikhailovich Dostoyevsky.
Hello there! I know this is kinda off topic but I’d figured I’d ask.
Would you be interested in exchanging links or maybe guest writing a blog
article or vice-versa? My blog covers a lot of the same subjects as yours and I feel
we could greatly benefit from each other. If you happen to be interested feel free to send me an email.
I look forward to hearing from you! Superb blog by the way!
Your style is really unique in comparison to other folks I have read stuff from.Thank you for posting when you have the opportunity,Guess I’ll just bookmark this site.
Hi there to every one, since I am genuinely eager of reading this weblog’s post
to be updated regularly. It carries nice information.
This paragraph is actually a good one it helps new net people,
who are wishing for blogging.
Post writing is also a fun, if you know after that you can write if not it is complexto write.
Hi there, just became alert to your blog through Google,and found that it’s truly informative. I’m going to watch out for brussels.I’ll appreciate if you continue this in future. Lots of people will bebenefited from your writing. Cheers!
I truly enjoy reading through on this website , it holds wonderful posts . “Those who complain most are most to be complained of.” by Matthew Henry.
I am sure this piece of writing has touched all the internet visitors, its really really fastidiouspiece of writing on building up new blog.
As long as you have accessibility to light, the watch will work. Apart from this, it includes a fully functional 3-dial chronograph & a Japanese quartz motion system.
I like this post, enjoyed this one regards for putting up.
I’ll right away seize your rss as I can’t find your email subscription link or e-newsletter service. Do you have any? Please permit me understand so that I may just subscribe. Thanks.
http://www.robinsonjames.com/?page_id=30
http://blog.radio2fun.com/2012/03/bangladeshi-women-ahead-prime-minister/
http://plutoblogs.zobli.com/binding-machines/
Wow, marvelous blog structure! How lengthy have you
ever been blogging for? you made blogging look easy.
The whole look of your site is fantastic, as neatly as the content
material!
http://samsungwmn1000b.shop4unow.com/2012/01/04/diamond-plaw6060-articulating-wall-mount-37-to-61-for-samsung-un37c5000-un37c6300-un40c5000-un40c6300-un40c7000-bonus-1-3b-hdmi-cable/
http://twittermarketingguides.com/marketing-the-core/
http://ehowtomakeyourhairgrowfaster.com/privacy-policy/
http://www.regtweaker.com/filedata/phrasedll-dll.html
Thanks for helping out, great info. “You must do the things you think you cannot do.” by Eleanor Roosevelt.
Thank you for the sensible critique. Me & my neighbor were just preparing to do some research on this. We got a grab a book from our local library but I think I learned more from this post. I am very glad to see such great info being shared freely out there.
F*ckin’ remarkable things here. I’m very satisfied to see your post. Thank you so much and i am looking forward to contact you. Will you please drop me a mail?
Good write-up, I’m normal visitor of one’s website, maintain up the nice operate, and It is going to be a regular visitor for a lengthy time.
I am regular visitor, how are you everybody? This piece of writing
posted at this web site is truly fastidious.
I have read some just right stuff here. Certainly value bookmarking for revisiting. I surprise how so much effort you put to create this sort of fantastic informative site.
Very interesting subject, thanks for putting up.
hello!,I really like your writing so a lot! share we keep in touch more about your article on AOL? I require a specialist on this space to resolve my problem. May be that is you! Taking a look forward to see you.
F*ckin’ amazing issues here. I’m very happy to peer your article. Thank you so much and i’m looking forward to contact you. Will you kindly drop me a e-mail?
That is a very good tip particularly to those new to the blogosphere.
Simple but very precise information… Many thanks for sharing this one.
A must read post!
Looking for SEO services? Or need consultancy in SEO or digital Marketing?
Contact khurram Jamil, He is Google Certified SEO Expert and Trainer.
you can reach him at https://web.facebook.com/khurramjamilseo/
It is in reality a nice and useful piece of information. I’m glad that
you just shared this useful information with us. Please keep us up to date like this.
Thank you for sharing.
But a smiling visitor here to share the love (:, btw great design .
Pretty great post. I simply stumbled upon your blog and wanted to say that I have really loved browsing your weblog
posts. After all I’ll be subscribing in your feed and I am hoping you
write again soon!
If some one wants expert view about blogging and site-building then i propose him/her to go to see this blog, Keep up the nice job.
Hey! I know this is kind of off topic but I was wondering if you knew where I could find a
captcha plugin for my comment form? I’m using the same blog platform as
yours and I’m having difficulty finding one? Thanks a lot!
I really like what you guys tend to be up too. This sort of clever work and exposure!
Keep up the very good works guys I’ve incorporated you guys to our blogroll.
Hi there to every , since I am in fact eager of
reading this weblog’s post to be updated regularly. It contains pleasant stuff.
Hey there, I think your blog might be having browser compatibility issues.
When I look at your blog site in Ie, it looks fine but when opening in Internet Explorer,
it has some overlapping. I just wanted to give you a quick heads up!
Other then that, fantastic blog!
Nice blog here! Also your web site loads up very fast!
What web host are you using? Can I get your affiliate link to your host?
I wish my website loaded up as fast as yours
lol
What’s up, yes this paragraph is genuinely fastidious and I have learned lot of things from it on the topic
of blogging. thanks.
It’s awesome in support of me to have a web site, which is
useful in favor of my knowledge. thanks admin
Hello, Neat post. There is a problem together with your web site in web explorer, might check this… IE nonetheless is the marketplace leader and a big component of other people will miss your fantastic writing because of this problem.
Hi there every one, here every one is sharing these experience, therefore it’s pleasant to read this website, and I used to visit this blog every day.
If you wish for to get a great deal from this piece of writing then you have to apply these strategies to your won blog.
Hello to every single one, it’s in fact a nice for me to
pay a visit this website, it includes valuable Information.
Hello! I understand this is sort of off-topic however I needed to ask.
Does building a well-established website
like yours take a massive amount work? I am brand new to operating a blog however I do
write in my diary everyday. I’d like to start a blog so I will
be able to share my personal experience and thoughts online.
Please let me know if you have any kind of suggestions or tips for brand new
aspiring blog owners. Appreciate it!
Why is it I always really feel like you do?
Admiring the persistence you put into your website and detailed information you provide.
It’s awesome to come across a blog every once in a while that isn’t
the same out of date rehashed information. Great read!
I’ve saved your site and I’m adding your RSS
feeds to my Google account.
Every weekend i used to pay a visit this website, because i want enjoyment,
as this this site conations in fact good funny information too.
I have been trying to locate information like this for quite a long time.
Jeanett
balance of nature
balance of nature
http://www.manuals-online.net
https://metalespreciosos.eu/anuncios/hobbies/proven-methods-for-reducing-social-stress.html
I am really impressed with your writing skills as well as with the layout on your blog.
Is this a paid theme or did you modify it yourself? Either way keep up the excellent quality writing, it is rare
to see a nice blog like this one today.
eurasiaaz.com
https://www.petsrehomed.co.uk/user/profile/2962832
http://www.die-seite.com/index.php?a=stats&u=lucalayton0691
http://54.157.50.96/wiki/User:WoodrowMaye31
Harris
Arturo
morexue.com
balance of nature
balance of nature
balance of nature
Collette
http://www.ortenauwiki.de/
england.anunciase.com
https://tanhuaba.xyz
Holly
74novosti.ru
balance of nature
balance of nature
Hester
3w.network
Terrell
Berenice
balance of nature
Berenice
Berenice
Geoffrey
http://www.mi77b.cn
http://parvona.net/
balance of nature
balance of nature
Billie
alpha.trinidriver.com
Leticia
balance of nature
balance of nature
http://ejournal.iainsurakarta.ac.id
Elaine
balance of nature
balance of nature
Elaine
Jasmin
balance of nature
balance of nature
chototmuaban.net
quangcaomaihuong.com
It’s the best time to make some plans for the long run and it’s time to be happy.
I have read this submit and if I may just I want to counsel you some fascinating issues
or tips. Maybe you can write next articles referring to this article.
I desire to read more issues approximately it!
you are really a excellent webmaster. The web site
loading pace is amazing. It seems that you’re doing any unique trick.
In addition, The contents are masterwork. you’ve performed a great task in this topic!
It’s an awesome article in support of all the online viewers; they will take advantage from
it I am sure.
Lori
yclas.allincluded.ro
Caroline
alleurasia.com
http://www.wenalway.com
Your style is very unique compared to other people
I’ve read stuff from. Thanks for posting when you’ve got the opportunity,
Guess I’ll just bookmark this site.
It’s actually a great and useful piece of info. I’m satisfied that you simply shared this useful
info with us. Please stay us up to date like this. Thanks for sharing.
You’ve made some decent points there. I looked on the
net for additional information about the issue and found most individuals will go along with your views on this site.
Hey very interesting blog!
I really like it when people come together and share views.
Great blog, continue the good work!
Heya i’m for the first time here. I came across this board
and I find It really helpful & it helped me out a lot. I hope
to offer something again and aid others like you aided me.
I need to to thank you for this excellent read!!
I definitely enjoyed every little bit of it.
I have got you bookmarked to check out new stuff
you post…
Howdy very cool website!! Guy .. Beautiful .. Superb .. I’ll bookmark
your website and take the feeds also? I’m happy to seek out so many helpful info here
within the publish, we want develop extra techniques in this regard, thank you for sharing.
. . . . .
I like it when folks come together and share views. Great blog, continue the good work!
With havin so much content and articles do you ever run into any
issues of plagorism or copyright infringement? My blog has a lot of exclusive content
I’ve either authored myself or outsourced but it appears a lot of it
is popping it up all over the web without my agreement.
Do you know any methods to help stop content from being ripped
off? I’d really appreciate it.
Thankfulness to my father who shared with me concerning this
website, this weblog is really awesome.
Wow, that’s what I was looking for, what a stuff!
present here at this weblog, thanks admin of this site.
Thanks for some other fantastic article. The place else could anybody get that
kind of information in such a perfect manner of writing?
I have a presentation subsequent week, and I’m on the look for such information.
Fascinating blog! Is your theme custom made or did you download it from somewhere?
A theme like yours with a few simple adjustements would really make my blog shine.
Please let me know where you got your design. Cheers
https://www.gladwingroup.com/interactive-led-flat-panel-display-supreme-9-series.php
Adopt full aluminium alloy panel structure, anodized surface process, ultra-narrow frame,
fashion & beautiful appearance
The OPS host module adopts plug structure design, internal Inter standard 80pin interface, without any external power line and signal line, which is convenient for inspection, maintenance and upgrade, and achieves the aesthetic effect of the machine
Front side speakers, Prevents noise distortion due to embedding
Adopt a high-performance infrared touch technology with anti-blocking and anti-stain functions, and the touch reception will not affect normal writing
after blocking at single or multiple infrared transmitting points;
interactive led flat panel
interactive-led-flat-panel-display
I am sure this paragraph has touched all the internet people, its really
really pleasant post on building up new website.
Can you tell us more about this? I’d care to find out more details.
Hello There. I found your weblog the usage of
msn. This is an extremely well written article. I will make sure to bookmark it and return to learn extra of your useful information. Thanks for the post.
I will definitely return.
Howdy, i read your blog occasionally and i own a similar one and i was just
wondering if you get a lot of spam comments? If
so how do you prevent it, any plugin or anything you can suggest?
I get so much lately it’s driving me insane so any
help is very much appreciated.