![]() ![]() 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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