There is no doubt that LEGO's new flagship store in New York City is every LEGO lover's dream. This brand new store located on 5th Ave, directly next to the famous Rockefeller Center, is an experience that anyone would enjoy. Upon stepping off the busy streets of Manhattan, you are immediately immersed into the world of all things LEGO.
The store’s creators spent over two years developing the design and you will quickly understand why. They spent these years researching exactly what adults and children wanted when they took a trip to LEGO. This discovery process led them to design an immersive experience for each customer by adding both digital and physical elements.
Instead of shopping with the sole purpose of making a purchase, customers are now seeking a more engaging experience. Although the rise of e-commerce has reached new peaks, real-life in-person stores are still a critical element for solidifying the relationship between the customer and a brand. In this case, LEGO found that people were missing “personal and tactile interactions with the brand”. They realized that people would enjoy having the opportunity to play with bricks, participate in activities, and be able to create personalized pieces.
When you first enter the store you immediately feel as though you are stepping into a world created by LEGOs. Directly in the middle of the first floor, there is a life sized “Tree of Discovery” that is made from over 880,000 LEGO pieces.
Upon first glance, this structure looks exactly like what it is, a giant tree. However, looking closer, you will notice just how intricate it really is. It truly is the centerpiece of the store and was designed by The LEGO Group to express their “commitment to being inclusive and having a positive impact on society and the planet”.
Aside from the impressive life-sized LEGO models, there are also a number of activities you can do while shopping at the store. As you take the stairs up to the second floor, the walls are lined with billboards that mimic Times Square. Once you reach the second floor you will find The LEGO Minifigure Factory which allows you to design and create your very own minifigure. When you create your minifigure it comes complete with a brick with your name on it, which is the perfect souvenir to remember your trip to the LEGO store. Directly next to the Minifigure Factory, you will find The Mosaic Maker where you can take a picture that will transform you into a LEGO mosaic portrait.
There is truly something for everyone here. After browsing the store for a bit, you will find sections for people of all ages. There is a wall filled with LEGO sets specifically for the most advanced builds with sets that contain over 70,000 pieces. However, if you are a more intermediate builder, you will have no problem finding a set that works for you. There is also a life-sized NYC taxi cab (that you can actually sit in!) and replicas of famous NYC monuments such as the Empire State Building and the Statue of Liberty - all made entirely of LEGOs .
The fun really is limitless here as there are so many activities you can choose from. Whether or not you are a die hard LEGO fan or just a curious shopper, you will be mesmerized by the extreme detail and undeniable hard work it took to create this store.
