Uploaded June 2021 | Updated September 2026, 8 hours ago
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.
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.
