Lagardere Travel Retail, in partnership with LEGO Travel Retail, has officially opened the world’s largest LEGO store within an airport at Dubai International (DXB).
Located at the B Gates in Terminal 3, the new LEGO store spans an impressive 190 square meters, bringing to life the brand’s retailtainment approach, through showcasing the latest store design and retail experiences.
Lego store at Dubai International airport
The store has been constructed to resemble giant LEGO bricks and features interactive zones designed to stimulate creativity and engagement. This unique design provides a dynamic space for fun, creativity, and play, inviting customers to explore the endless possibilities that the LEGO universe has to offer.
Minifigure Scanner
The fun starts as customers enter the store as they are greeted by an interactive experience where they can scan their hand on the Minifigure Scanner, instantly bringing to life the LEGO Minifigure on the screen.
Within the store, customers can explore the wide range of both iconic and latest LEGO sets, including favourite collections, in addition to the impressive models showcased throughout the space. The LEGO range has been carefully curated to ensure there is something for all ages.
Digibox
The store also features the exciting Digibox, an augmented reality solution that brings LEGO sets to life. Customers can present the LEGO® 3in1 creator set in front of the screen’s camera, and a short animation of the set being built, and the movable elements will appear to inspire different ways to play, underpinning the brands commitment to driving engagement and education.
Vadim Motlik, Lagardere Travel Retail UAE, CEO commented, “We are thrilled to officially open this extraordinary LEGO store at DXB. Through our strategic partnership with LEGO Travel Retail, we have been able to introduce a new immersive encounter for travellers, further underscoring our commitment to continually elevating the airport experience. This new store delivers an exceptional phygital experience through seamlessly integrating innovation, play, and technology. Our aim was to create a place that was more than just a destination to shop the latest LEGO sets, but also a space that brings enjoyment and creativity to travellers. We have recruited a dedicated team of passionate LEGO enthusiasts and creators to support in bringing this vision to life and create memorable experiences for passengers at DXB.”
Commenting on the latest addition to DXB’s exciting array of entertainment offerings, Eugene Barry, Executive Vice President of Commercial at Dubai Airports said, “The opening of the world’s largest airport LEGO store here at Dubai International (DXB) introduces an exciting new retail space which in itself is a wonderful destination. This collaboration between Lagardère Travel Retail and LEGO Travel Retail underscores Dubai Airports commitment to enhancing the airport experience for our guests and reflects a direction of boldly meeting changing consumer expectations, through creative partnerships and experiences.”
The LEGO team skilfully designed and constructed captivating installations for the store to create a sense of place for passengers. Features include a mosaic wall of the iconic Dubai skyline, which took 134 hours of craftsmanship and comprises 33,219 bricks and weighs 62 kilograms. Complementing this, the store showcases a 3D LEGO pilot, towering over 190cm, also expertly crafted by the LEGO team. The pilot took 180 hours to construct, utilising 45,033 bricks and weighing 134 kilograms. Together, these impressive installations provide the perfect photo backdrop for travellers.
Annette Rosendahl, Head of Travel Retail, LEGO Travel Retail Development added, “We are excited to welcome the new LEGO store in Dubai International (DXB) and congratulate our partner Lagardère Travel Retail with the official opening. This store is the biggest LEGO airport store that we have ever opened and is a perfect match for the important strategic airport location in the region. Our mission is to inspire and develop the builders of tomorrow, and this unique LEGO store offers an immersive brand experience that allows all passengers in DXB to engage with our brand, spark creativity and imagination, and create fun and memorable experiences.”
World LEGO Day
To mark World LEGO Day and the official opening of the store at DXB, from January 25th to 28th , passengers in Concourse B had the opportunity to meet the walkabout LEGO pilot, and as part of the festivities, over 1,000 LEGO gifts were given away to travellers.
tanvir@dubainewsweek.com
